COVERGIRL and Herbal Essences’ GRAMMYs Takeover
To help amplify P&G’s GRAMMY Awards sponsorship, COVERGIRL and Herbal Essences joined forces to engage with top-tier influencers and experts. COVERGIRL also amplified with women on social, bringing them into the real-time action.
Leading up to music’s biggest night COVERGIRL and Herbal Essences invited influencers to experience a behind the scenes tour of the GRAMMYs, complete with access to the red carpet and backstage. COVERGIRL’s official Glambassador Ingrid Nilsen also took over the brand’s SnapChat to share her experience backstage. The day of the show, media and influencers were treated to “hair to toe” glam before heading to The Staples Center to enjoy the show. Attendees included top-tier outlets such as Lust for Life, Song of Style, Elle.com, US Weekly and more!
In social media, COVERGIRL took moments of inspiration from the red carpet and turned them into attainable transformations for women’s everyday lives, both created by the brand and through a partnership with the E! Style Collective’s panel of experts. Post-show, the Herbal Essences team shared a “Get The Look” breakdown of model Behati Prinsloo’s red carpet look with the brand’s new Wild Naturals collection, in addition to an exclusive “Get the Look” breakdown with Style.com for Best New Artist nominee Haim’s hair look. COVERGIRL also shared the “Get The Look” breakdown for Katy Perry.
Post-GRAMMYs, COVERGIRL and Herbal Essences teamed up again to host the “Locks, Camera, Lipstick” event. Attending media and influencers were treated to the full glam experience, complete with makeup by Jake Bailey, Katy Perry’s makeup artist and E! Style Collective member, and hair by Charles Baker Strahan. After influencers were glammed they hit the photo studio for a mock red carpet and after-party photo shoot. Social content was captured throughout, and professional photos will be given to attendees to drive editorial coverage. Attendees included The Makeup Blogger, The Fashion Lane, Recessionista and more!