Marketing in Brief: Cover Girl
This article was originally published in The Rose Sheet
Executive Summary
Cover Girl: "Transfer-resistant" Marathon lipcolor offers "long lasting, luscious color," Procter & Gamble said. The lipcolor contains a "slow-release mechanism" to "ensure goof-proof application," lip conditioners for a creamy texture and color enhancers to maintain color, the company said. Available in January in 12 shades including Wildberry, Espresso and Blush, Marathon lipcolor will retail for $4.80. Print ads featuring Rachel Hunter and Tyra Banks, will appear in "key consumer magazines" and will include $2 gift certificates. Coupons for Marathon lipcolor will be sent to 68 mil. households through a Publisher's Clearing House mailing. Cover Girl already markets a "long-lasting" lipstick under the Continuous Color Self-Renewing name...