Sterling P. Sanders
bg-looks-all.jpg

P&G, L'Oreal, CoverGirl

star wars, which side are you on?

Role

Creative Director

CoverGirl needed to do something out of the ordinary to inspire consumers and drive retail sales. In 2013 we convinced COVERGIRL to launch a new product collection inspired by The Hunger Games resulting in +400% sales increase and what Amazon called “the best utilization of platforms they’ve ever seen”

In 2015 we needed another marketing tent pole to be a catalyst for the brand in Q4. So we built on the proven success of Hunger Games, and turned to Star Wars, the #1 grossing film franchise in the world with a rabid fan base of 12MM women. CoverGirl would make motion picture history as the 1st brand to ever market Star Wars to the female fans.

 

    Client

    P&G, L'OREAL, COVERGIRL
    tumblr_nvvmd5wczj1rd9vm2o1_1280.jpg


    Covergirl-star-wars-Tumblr.jpg

    soulution

    A very first global deal for P&G, we led the creation of limited edition products and 10 collectible mascaras.

    To set COVERGIRL up for success we:

    • Led the licensing of the franchise marks
    • Earned credibility through Pat McGrath to create the looks
    • Created organic buzz with influencers and beauty vloggers to make editorial video for every day looks
    • Launched the campaign with a gatefold unit in the September issue of Vogue
    • Exclusive product slide show and unboxing video on Allure.com
    • 12+ beauty publications including: Allure, EW, Vanity Fair, People, Vogue, Elle and Harpers Bazaar
    • 8 weeks of high impact Prime time TV
    • Micro targeting of beauty & female Star Wars fans on digital sites like YouTube and IMDB
    • Customized Amazon ecommerce experience

    results

    #1 Trending topic on Facebook

    +725% Retailer Sell-in

    +250MM PR Impressions in 2 Days


    PHOTOSHOOT

    web/tumblr execution

    covergirl.png

    Web, social, face charts

    nail-how-to social posts


    celebrity feature

    CoverGirl-x-Star-Wars-Makeup-Collection.jpg

    How-to-featurettes


    Vlogger partnerships


    magazine features

    covergirl-hunger-games-collection-for-fall-2013-catching-fire-2.jpg
    3.jpg

    Bottle and makeup designs

    55f1cb95200c34353591a2bc_Starwars2.jpg
    covergirl-star-wars-limited-edition-mascara-iconic-quotes-V.jpg
    covergirl-star-wars-dark-side-mascara-very-black.jpg

    in-store display

    cg-starwars-2.jpg