Cover Girl Queen Collection

Experiential Marketing & Product Demo

Cover Girl

case-covergirl

Opportunity

Generate awareness for the launch of Cover Girl’s Queen Collection Cosmetics while amplifying Cover Girl’s partnership with mega-star Queen Latifah.

Plan

  • Develop a compelling and interactive consumer experience that drives awareness for the “I Am A Queen” campaign.
  • Recruit key retail partners to help build consumer excitement at the point of purchase.
  • Utilize key influencers, celebrities and distinguished press outlets to create buzz.
  • Produce local “Queen for the Day” pampering events in key markets, at high profile events.
  • Radio Interventions, Award show event tie ins, Red Carpet and Ambush Makeovers.
  • Provide consumers the opportunity to be “Queen for the day” at tie-in events in local markets.

Results

  • Broadened awareness among target consumers and retail outlets.
  • Increased community profile for the brand through charitable contributions made to various local and national non-profit organizations.
  • Established relevant media exposure for the Queen Collection brand in various markets across the U.S.


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