CoverGirl has a new look and a new ad campaign

Who’s on Top? – January 29-Febraury 4, 2018

Advertising spend on new national TV placements reached $144 million during the week ending February 4th, 2018. This figure does not include expenditures during Super Bowl LII, which totaled $414 million according to our preliminary estimates. Taking the Super Bowl out of the equation, NBA Basketball was the revenue winner for the week, with advertisers investing $8.8 million on new advertising during games.

Creative Spotlight

Late last year, CoverGirl announced it was retiring its iconic "easy, breezy, beautiful" slogan, in favor of the message “I am what I make up.” The new tagline is meant to be more inclusive, driving the notion that there no longer is a single standard of beauty. Along with the new slogan comes a new logo, a product overhaul and of course a new advertising campaign. In a new commercial released on January 29th, a woman talks about her varying appearances and that she can express who she is right now and who she wants to be – all with the new CoverGirl. So far the ad has aired nationally more than 300 times.


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