Covergirl & Olay: Simply Ageless

COVERGIRL targeted consumers worried about aging through a product launch, backed with insights from a "holistic" research strategy.

Covergirl & Olay: Simply Ageless


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...

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