Covergirl & Olay: Simply Ageless

BUSINESS SITUATION

Since its introduction in 1961, COVERGIRL is the leading cosmetics brands in the U.S. mass market, with over a billion dollars in annual retail sales. COVERGIRL makeup was originally launched with only six products featuring Noxzema's “medicated ingredients,” available in liquid and powder forms. The original launch of this makeup helped propel COVERGIRL's leadership and brand equity strength in the Face Segment for many years.

In the past few years, however, COVERGIRL's success in Face was challenged with the following:

  • Beginning 2004, competitive mass brands increased their product innovation and focus on the Face category, employing heavy levels of media spending and promotion to drive trial on their new face products innovation.

  • Beauty consumers were shopping outside of the Mass Channel, compounded by the 2009 economic crisis.