Introducing COVERGIRL’s First Vegan Line, Clean Fresh
Content strategy, Digital design, Copywriting
Objective: To put COVERGIRL’s best face forward and introduce the launch of COVERGIRL’s Clean Fresh line through email and e-commerce marketing.
The launch of COVERGIRL’s Clean Fresh product line was a perfect time to market to the public as trends of vegan and clean makeup were rising. To introduce Clean Fresh, we sent out emails to further engage users by creating animated email graphics to stand out from our normal sends.
Sally Hansen partnership
Sally Hansen introduced their clean line of nail polish, Good. Kind. Pure. not too long after Clean Fresh. Incorporating a seasonal sale holiday, New Years, this was the perfect excuse to develop clever copy and an engaging graphic for when user’s first opened their mail.
E-commerce Activation
The opportunity to use retailer’s enhance content increases your storefront sale’s up to 10%. We implemented further copywriting throughout e-commerce sites to increase sales of COVERGIRL’s new Clean Fresh products.
The copy reads (clockwise, starting top left):
1. COVERGIRL's Clean Fresh line features hydrating formulas for a healthy looking glow. Start with a freshly washed face and apply any skincare before applying makeup.
2. No need to cover up! Apply the Clean Fresh Skin Milk for a lightweight sheer foundation that provides undetectable coverage for all day wear! This formula is completely vegan.
3. COVERGIRL’s Clean Fresh line is completely vegan and is free from parabens, sulfates and phthalates. To start your look, begin with a fresh and makeup-free face.
For an effortless, healthy-looking glow, the Clean Fresh Skin Milk is formulated with coconut milk and aloe extracts for instant and all-day hydration. To add highlights and a dewy glow. Use Clean Fresh Cooling Glow Stick and Cream Blush.