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

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands