In conjunction with the BET Awards which took place last night, COVERGIRL Queen Collection partnered with makeup artist, Ashunta Sheriff, and her celebrity client, actress Tika Sumpter, to give a behind-the-scenes look at how to get red carpet ready for a group of media influencers in Los Angeles. Ashunta went through a detailed demonstration on Tika using COVERGIRL and COVERGIRL Queen Collection so guests were able to see the products come to life first-hand. Our media influencers were eagerly Tweeting along with Tika, taking pictures and jotting down Ashunta’s expert tips. After Tika’s look was complete, all media attendees received hairstyling, manicures and COVERGIRL Queen Collection-inspired makeovers, showcasing the Queen Collection Lip Color (“See Red” was definitely the lip color of the day). Throughout the fun-filled beauty experience, media learned about COVERGIRL Queen Collection’s exciting milestones, including celebrating that Queen Latifah has been a COVERGIRL for 10 years!
Sofia Vergara just couldn’t resist including the MMC and COVERGIRL team in a picture during her COVERGIRL photo shoot yesterday. She tweeted it out to her fans, which include, of course, all her friends at MMC and COVERGIRL: @SofiaVergara The @covergirl team!! http://yfrog.com/h0q3bepj
Check out this hilarious segment with Ellen DeGeneres and Taylor Swift on “How to be a COVERGIRL.” It aired as part of a branded integration on The Ellen Show today. COVERGIRL NatureLuxe Silk Foundation was featured in the comedic back and forth, with Taylor learning how to “sell her product” by sharing with the audience, “Women are raving about it because it’s made with real diamonds and magic.”
Sofia adds Easy, Breezy, Beautiful to her list of credentials. Today, live from the set of her ad shoot, Sofia Vergara shared her exciting new role as a COVERGIRL directly with her fans through her Twitter handle and Facebook page, as part of MMC’s strategy to make the announcement in real-time with Sofia’s fans and followers first. Immediately following Sofia’s announcement, interview features with the beautiful, talented comedic actress ran on People.com and PeopleenEspanol.com. Following these high-profile exclusives, a robust social media plan to spread the news will be activated, which also includes leveraging COVERGIRL’s followers.
This is Vergara’s first beauty contract, and her ads will debut in January 2012. Visit facebook.com/covergirl and follow the brand (@COVERGIRL) on Twitter to learn more.
For many people, from industry insiders to buyers to consumers, Fashion Week has always been about, well, fashion. Designers get their time in the spotlight, revealing their collections for the upcoming season to the media, celebrities and most importantly, buyers, who can make or break a collection based on what they believe can sell. The coverage is everywhere, setting the tone for trends in fashion, and subsequently, what consumers will be yearning to get their hands on.
As Fashion Week closes on New York and begins in London, I’m reflecting on a different business that has a major stake in Fashion Week – the beauty industry. The focus on backstage has become just as significant as what goes down the runway. Each season MMC is there with Pat McGrath for COVERGIRL to introduce influencers to the beauty trends for the upcoming season and the new products used to create them. And COVERGIRL is not alone – Fashion Week has become a big business driver for countless beauty brands, makeup artists and hair stylists, even nail technicians.
An article published this week on CNBC online confirms that “makeup artists have become just as sought-after as the designers themselves,” because they too, establish and influence the trends for their industry. Makeup artists are surely becoming household names (just like the designers) and their backstage beauty creations resonate further with the average consumer, ultimately influencing buying decisions, right? So as a marketer, Fashion Week is a major catalyst that drives the next “must-have” beauty product – after all, cosmetics are an attainable way for consumers to be part of Fashion Week and recreate the looks seen on the runway.
So what do you think? — Is “makeup is an accessory to fashion”? Does the beauty industry depend on Fashion Week to drive business as much as the fashion industry? Think about it & discuss!
COVERGIRL LashBlast and Aussie’s 3-Minute Miracle were honored with Temptalia’s coveted Readers’ Choice Awards. These two products were voted favorites in the “Best Drugstore Mascara” and “Best Conditioner” categories.
It seems like we say this a lot at MMC but oh, what a night! On January 5th in LA, MMC helped COVERGIRL celebrate its 50th anniversary with a red carpet bash that brought together COVERGIRLs past and present. Current Brand Ambassadors Drew Barrymore, Ellen DeGeneres, Taylor Swift, Dania Ramirez and Queen Latifah kicked off a year of celebrating the COVERGIRL credo that every woman is a COVERGIRL. Previous COVERGIRLs Nikki Taylor, Rachel Hunter and Cheryl Tiegs also joined for the brand’s golden anniversary. The celebration didn’t end there though. The launch of myCOVERGIRL, invited women everywhere to create their own COVERGIRL ad that explains what makes them a COVERGIRL for the opportunity to win prizes and unique experiences.
To generate awareness about the brand’s anniversary and consumer engagement campaign, MMC secured more than 260 MM impressions (and counting) in just the first week, including coverage on Stylecaster, InStyle, and MTV.com. More media hits continue to roll in from major national media with Extra, E! and Women’s Wear Daily.
To further amplify COVERGIRL’s anniversary platform, and to leverage Ellen’s fan base to join the myCOVERGIRL program, MMC led the coordination of an integration on Ellen’s TV show which aired today, January 12th. Most of the content for the integration was filmed at the anniversary party; check out the clip to learn more about the engagement program and to see Ellen rocking her COVERGIRL at the event!
For a closer look, check out the photo attached and a behind the scenes look at the party here.
