CoverGirl Lashblast - next big thing

A launch campaign (2007-8) for CoverGirl Lashblast Mascara. Research (described) led to key insight: big lashes which need a big brush.

CoverGirl Lashblast: “Next Big Thing ”


CoverGirl is the leading Cosmetics brand in the U.S. mass market with over $700 million in annual sales. The brand is known for offering accessible and high quality products to women that want to experiment with their look and play up their natural beauty. Historically, the brand's leadership has been in Face, with some products that have been around for more than 50 years.

In late 2005 and for the first time ever, CoverGirl enjoyed success in Eyes with the introduction of breakthrough mascara innovation. Procter & Gamble...

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