COVERGIRL Clean Makeup

We Feed Women’s Desire to DO Beautiful

Challenge

  • To celebrate the 50th anniversary of COVERGIRL’s iconic Clean Makeup, launch a cause-related platform to add meaningful news value to the anniversary and elevate the brand’s emotional connection among influencers and consumers

Insight

  • Today’s beauty-involved consumer expects more than makeup from her beauty brand.  She chooses brands that connect emotionally with her

Strategies

  • MMC led the integration of a partnership forged with P&G charity Children’s Safe Drinking Water (CSDW) – an organization dedicated to providing clean water to countries in need, which highlighted the Clean Makeup for  clean water connection
  • Leverage two key COVERGIRL influencers: Queen Latifah and the brand’s newest COVERGIRL, Dania Ramirez, to launch the program and a consumer contest at an LA-based press conference.
    • Contest prize includes two trips to Africa to continue the Clean Makeup for Clean Water mission

Success

  • In one month, the Clean Makeup for Clean Water campaign generated over 2,000 consumer visits to the contest entry landing page
  • Generated more than 160MM media impressions to-date including national print and broadcast media coverage on E! News and E! Daily 10, Glamour, US Weekly and Star
  • Awarded Teen Vogue 2010 “Beauty Gives Back” Award
  • COVERGIRL Clean Makeup’s donation to CSDW provided 50 million liters of safe drinking water for children around the world
  • COVERGIRL’s No. 1 best-selling foundation

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