As I flip through this month’s new issue of Cosmopolitan magazine, it’s not hard to notice the amount of advertisements for beauty products; everything from makeup, perfumes, soaps, shampoos, hair styling products, lotions…they can seem endless! However, after taking a closer look I counted not one, two, or even three, but FOUR different ads for COVERGIRL cosmetics. That’s more than any other company in the magazine. (And one was even a three page fold out ad featuring their newest spokes person, “cover girl” Taylor Swift.)
At first this seemed a bit odd to me, however, there must be a reason for it, and one that apparently is working too. So what is their strategy? Are they trying to overwhelm readers so that out of all of the other products advertised COVERGIRL sticks out and remains in our memories after putting the magazine down? Perhaps. But maybe it’s because they’re trying to appeal to all different types of consumers.
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| http://search.creativecommons.org/?q=covergirl+cosmetics |
Their newest ad campaign is for their “Nature Luxe Collection” whom Taylor Swift is the face of. This obviously works as the going green movement advances and now apparently is even taking over the cosmetics industry. And COVERGIRL clearly knows what they’re doing by making Taylor Swift the spokes person. She’s young, free spirited, at the height of her career and more popular than ever…and did I mention gorgeous? She has that “natural” flawless skin that we all are supposed to want, so who better to back this new product?
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| http://search.creativecommons.org/?q=covergirl+cosmetics |
The other three ads within the magazine are all two page advertisements featuring Drew Barrymore, a slightly older, more edgy actress who has been a “cover girl” for quite some time now. She’s the face of COVERGIRL’s bold eye shadows and funky colored eyeliners, mascaras, and now their new line of lip colors. Barrymore is an excellent choice for these products because it’s convincing. She really seems as though these are the kinds of cosmetics that she would wear in her own life, it doesn’t seem fake.
I was really interested by your comments about Covergirl's strategy for their ad placement and feel you made valid points. It is odd that they would place so many ads in one magazine, but I believe, as you stated, it is to appeal to many different people. Not too mention, I love all different sorts and brands of makeup and Taylor Swift! I even use daily the mascara in the Drew Barrymore ad and enjoy their catchy slogans.
ReplyDeleteI really like this blog, and the fact that you are using a product that many people use, including me. Very interesting point, in reference to why there are so many Covergirl ads within the magazine. But, like you and Ashley both stated it does appeal to many different people. This is a cosmetic brand that has been around for as long as I can remember. I remember watching TV as a young kid, and seeing Covergirl ads. I totally use Covergirl, and have always thought that it is a front runner of the makeup brands out there. I secretly am a big Taylor Swift fan too
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