1. CoverGirl Brand Experience Audit
By Beyond Brands
(Word Count:1,999 )
Paul Chen
Evonne Chiu
Rajeev Kalavar
Susan Song

2. Executive Summary
CoverGirl’s business strategy has utilized product innovation to increase its current user base and
drive adoption in its core segment, as well as widen its appeal to other segments. It strives to
increase its color cosmetics revenue.
CoverGirl has built brand awareness by establishing an emotional bond with its consumers, and
positioning itself as fun, sassy and fresh. CoverGirl chooses spokespersons with personalities
that exude these characteristics. CoverGirl has exhibited a remarkably convergent online
marketing campaign to drive brand awareness and in the process collected a wealth of customer
data for more personalized targeting. In addition, in online interactions CoverGirl is the “trusted
best friend” who is always there for teen consumers.
There exist discrepancies between CoverGirl’s brand positioning and the customer experience,
with the primary being the perception of low product quality that has led to avoidance and/or
abandonment by the customer.
CoverGirl needs to address the quality issue by incorporating “quality” as an integral part of their
brand messaging strategy. A key observation is that the bold colors and innovative packaging
contributed significantly to LashBlast’s success. We believe this can be replicated successfully
across other products within the CoverGirl portfolio to augment sales.

3. Business Trends
Several recent trends are driving lower usage of makeup products: layoffs and higher
unemployment during the economic tumult has led women to forego expensive department
beauty products for the basic products and as more working women telecommute, there is less
need to use makeup. In a survey conducted by Mintel, almost half of the respondents stated that
they only wear makeup when they are out in public. Lastly, there is a growing trend for natural-
looking faces, which reduces demand for dramatic, bold and bright makeup.
Market Trends
The color cosmetics category consists of makeup for eye, lips, and face. There has been a steady
growth in sales, driven primarily by eye makeup1. Eye makeup sales are forecasted to continue to
increase on an average of 2.5% each year during the next five years2.
Use of makeup among adult women by age, July 2007-September 2008
Base: 13,861 women aged 18+
All 18-24 25-34 35-44 45-54 55-64 65+
% % % % % % %
Yes 89 89 92 91 86 87 88
SOURCE: Mintel/Experian Simmons NCS/NHCS: Summer 2008 Adult Full Year—POP
1
Exhibit 1 and 2 show a 2.6% increase in sales for color cosmetics from year 2006 to 2008, led by 10.2% change in
eye, 1.5% in face, and -7.3% in lips. Eye makeup sales was over $1 billion in 2008, or 40% of the total color
cosmetics market in FDMx.
2
See Exhibit 3

4. Makeup usage among teens, by age, April 2007-June 2008
Base: 683 girls aged 12-17 who use eye shadow, eyeliner, eyebrow pencil
All 12-14 15-17
% % %
Any makeup 91 88 95
Eye shadow/liner/eyebrow pencil 71 57 85
Mascara 66 54 78
Foundation 54 46 62
Blusher 40 36 44
Lipstick & lip gloss 38 38 37
SOURCE: Mintel/Experian Simmons NCS/NHCS: Spring 2008 Teen Full Year—POP
In the tables above, makeup usage is highest in those aged 25-34 (92%), and 91% of teenage
girls use some form of makeup. Eye makeup, eye shadow/liner and mascara, is the most popular
color cosmetics segment among teenage girls, with CoverGirl being the preferred eye makeup
brand for those teenage girls3. The U.S. Census Bureau estimates that the total U.S. population
will grow to 392 million by 2050,4 with growth rate of younger demographics expected to be
lower compared to the overall U.S. population and that of immigrants to be higher.
Competitors
3
See Exhibit 4
4
U.S. Census Bureau, Population Profile of the United States – National Population Projections as of July 8, 2008
(http://www.census.gov/population/www/pop-profile/natproj.html)

5. In the mass market retail spaces, CoverGirl competes with brands such as Almay, Neutrogena,
Revlon, L’Oreal and Maybelline (owned by L’Oreal). Sales from brands owned by L’Oreal
USA, Procter & Gamble, and Revlon, account for more than 75% of the color cosmetics
category5. Maybelline is CoverGirl’s leading competitor, as both compete for the same target
segment and price their products similarly. Maybelline currently commands 29% of sales in the
eye makeup category6. Maybelline brands itself as funky and leverages its stance against animal
testing to differentiate itself.
There is also a growing buzz for natural and eco-friendly products, made with organic
ingredients, as well as a growing trend towards mineral-based products, with Bare Escentuals
paving the way. Almay – through product extension – and Iredale Mineral Cosmetics entering
the competitive landscape.
Price continues to be a large factor in most of cosmetic purchase decision, especially teenagers7.
Several respondents mentioned price sensitivity as a reason for their purchases of CoverGirl
product – “it was available in the color I wanted and priced either same or less than competitor”
and “magazine article about expensive vs. inexpensive cosmetics.”8
Business Strategy
The vision for P&G set by Chairman and CEO, A.G. Lafely, is to sustain growth via innovation.
CoverGirl is one of P&G’s leading mass market cosmetic brands with sales in excess of $500
5
See Exhibit 5
6
See Exhibit 6
7
More than half of those aged 18-44 surveyed preferred to purchase their makeup at Walmart, followed by
drugstores such as Walgreens and CVS. Nevertheless, consumers seek the best value for their money, or highest
quality for a given price, and good product selection – see Exhibit 7
8
We conducted an online survey with over 35 target consumers

6. million9. P&G will utilize innovation to aggressively capture additional market share in color
cosmetics, especially in the growing eye makeup segment.
Brand Strategy
CoverGirl seeks to establish an emotional rapport with its consumers by conveying a brand
essence of fun, sassy, and fresh persona. Its ad campaigns in the late 90s were designed to be
“leading edge but not over the edge,” and to address a changing market that was trendy and
tinged with excitement10. Subsequently its “fresh” image evolved into a “fresh new look” as the
girl next door now is exciting and flirty too; her make-up has to be fun, hip and effortless to
apply but gives an instant transformational and beautiful look.
CoverGirl deploys three strategies:
1. Using innovative technology (e.g. Moldtrusion in Lashblast Mascara)11 to fulfil an unmet
need of mascara users – separation for lashes while adding volume.
2. Using online media to reach its core users – the 12-16 year olds. Its online media marketing
strategy aims to portray CoverGirl as a “trusted best friend” who is always there and
understands her when no one else does. 12 The connection provides CoverGirl a rich
personalized data source about its consumer.
3. Using carefully selected spokespersons to exemplify the characteristics and essence of the
CoverGirl brand. These are models or celebrities consumers can relate to or would aspire to
become. In 2008, CoverGirl strove to increase its current user base and recruit new customers
9
See Exhibit 5
10
Barbara Brady “Proctor & Gamble Company/Cover Girl: Easy, Breezy, Beautiful Cover Girl campaign”,
Encyclopedia of Major Marketing Campaigns Volume 1, 2000 at www.galegroup.com
11
The Arf David Olgivy Aware “CoverGirl Lashblast: ‘Next Big Thing’”, Personal Care, Gold, Grey Worldwide, 2009 at
www.thearf.org
12
See Exhibit 8

7. by selecting spokespersons that widen its emotional appeal to a different consumer
segments – Queen Latifah for ethnic and full- figure demographic, and Ellen DeGeneres for
sophisticated working women.
Operating Strategy
CoverGirl prices its products in the lower tier of makeup industry to allow for entry level
purchases. CoverGirl’s pricing strategy reflects its strategic positioning of being “the cheapest
makeup that delivers the highest quality in its class.”
Customer TouchPoints
Pre-Purchase
Marketing/Advertising/Promotions
Television advertising is an important medium via which potential customers first come into
contact with the CoverGirl brand 13 . CoverGirl advertisement follows the standard format of
having the spokesperson reconfirm the magic of the products in transforming their looks into a
sexy yet clean image. In addition their sponsorship of the reality series “America’s next top
model,” provides the brand with publicity on prime time TV and creating luster for the brand
among aspiring teenagers.
13
In our online survey over 50% of people surveyed stating that they first heard about CoverGirl in either TV or
magazine commercials, and 35% stating that seeing the commercial was the poignant moment that triggered them
into action towards researching about CoverGirl or making their first purchase - See Exhibit 9

8. Magazine advertisement also presents an alternative means to kiosk stands to promote latest
product with sample offerings. The advertisement has been strategically placed in various
magazines to reach its target segments14.
P&G controls a dedicated online coupon and deals site called P&G Everyday Solutions.15 Upon
registering, one can access various coupons including CoverGirl discounts. In this way,
CoverGirl also gets additional target for conversion.
CoverGirl maintains the popular teen website BeingGirl.com16 that is expressly tuned to the teen
market. Through this website, CoverGirl projects an image of a “trusted friend”, giving advice
valued by this segment and establishing an emotional bond.
The CoverGirl website17 is its main marketing website. The site offers information about various
products, tools like 'ColorMatch' and 'MyMakeupAdvisor' which suggest the best color and
shades for that customer, if the user shares personal information. CoverGirl in turns gets a
treasure trove of personalized data unavailable elsewhere.
Lastly CoverGirl understands these mobile websites are a growing hangout for teenagers, as such
CoverGirl run ads and promotions on its Text Club.18 .
14
Teenage market (Seventeen, Glamour, Teen People), Mass market (Cosmopolitan, Elle, CoverGirl, People) and
Ethnic minorities (Ebony).
15
“P&G Everyday Solutions”, http://www.pgeverydaysolutions.com/pgeds/en_US/jsp/EDS_Page.jsp?pageID=HP
16
“BeingGirl teenage website, owned by CoverGirl”, http://www.beinggirl.com
17
“CoverGirl’s main online property”, http://www.covergirl.com
18
Giselle Tsirulnik, “CoverGirl targets women with mobile ads for LashBlast mascara”, posted Sept 2, 2009,
http://www.mobilemarketer.com/cms/news/advertising/4079.html

9. CoverGirl is known for their multi-pronged coordinated promotions for new launches. In 2008,
they launched their largest US marketing campaign for “LashBlast” by partnering with Vogue
Magazine and other well known beauty editors and bloggers to discuss the hottest finds of the
season.
Purchase
Mass-market retailers such as discount stores, drugstores, and supermarkets carry CoverGirl
products. Over 61% of color cosmetics were sold through drugstores in 2008.19 Photo exhibits 2-
10 illuminate the sale environments in Safeway, Walgreens, and Target.
In Safeway, basic color cosmetics (pressed powder, mascara, and eye shadow/liner) by the top
three brands were sold on a cluttered wall space. There were no banners, nor colored sales tools.
Given supermarket visitors’ primary focus is grocery, this retail channel services the minimal
demands of existing or knowledgeable consumers.
In Target, CoverGirl products were displayed much more prominently. End of aisle shelf and
wall shelves were used, complete with photos of celebrity endorsers as well as a product
selection guide for foundation products.
Walgreens allocated nearly ten feet of shelf space towards the back of the store to CoverGirl.
CoverGirl’s latest mascara product, Lashblast Elasta-Nylon commanded an island shelf20. This
19
See Exhibit 1
20
See Photo Exhibit 3

10. retail channel lacked, however, product selection guides. Competitors Maybelline and L’Oreal
would easily have swayed consumers looking for mascara or foundation products with their
selection guides21.
We reviewed the packaging for several mascara products across three brands - CoverGirl,
L’Oreal, and Maybelline.22 CoverGirl's Lashblast mascara innovative packaging is the most eye-
catching. With its bright orange round bottle, and a wand unlike any other mascara wand
highlighted against a white background with black strokes, Lashblast shouts its “bold” and
“volume” claims through its packaging.
Post-Purchase
CoverGirl offers an extensive FAQ on its website, live online chat, email, and a toll-free
telephone customer support. Customer service personnel were pleasant to talk to and have
extensive knowledge of CoverGirl products. The online chat and email options, however, were
cumbersome as they required the user to enter personal information and product information.
CoverGirl has a hassle free product return policy. Our survey indicates that a majority of
customers are satisfied with the return policy. This aligns well with CoverGirl’s message of
delivering an “effortless” experience.
21
See Photo Exhibit 13-16
22
See Photo Exhibit 1

11. Customer Brand Experience Analysis
We highlight our assessment of how well CoverGirl’s key touchpoints align with its branding
strategy based on our primary data collection of surveys, interviews and mini focus groups, and
secondary market research.
Successes
Selection of models: as the brand seeks to recruit new user groups, continue to identify
spokesperson, such as Drew Barrymore and Queen Latifah, who can establish an
emotional connection with new user groups as well as retain its relevancy and appeal to
existing core users will become ever more important.
Packaging: Lashblast’s distinctive bright colors and design of bottles and unique wand
makes the product stand out and instantly recognizable. Customers rate CoverGirl’s
packaging as good when compared to its competitors.23 CoverGirl should leverage this
experience to improve its product packaging for other products.
Improvements
o Use of online medium: invite interactions with the teenagers on issues ranging from
packaging to commercial ideas, or electing the America’s Next Top Model contestant
that should be featured in CoverGirl ads.
o Product versatility: innovation in products that allow one product to be used to create a
variety of different looks, which is critical to this user group who are highly price
sensitive and are interested in having good product selection.
23
See Exhibit 10

12. o Ensure that their selection guideline information is consistent in all in-store point of sales
Crucial Gaps
Perception of low product quality is an issue for CoverGirl24. Approximately 35% of past and
current CoverGirl customers surveyed used the products for less than a year25, which indicates a
short customer lifespan. Although our survey may be skewed due to limited population size, it
nonetheless shows a potential discrepancy between CoverGirl’s brand positioning and the actual
experience delivered.
o Marketing campaign to address perception of quality.
o Consider exploring use of organic and natural ingredients for products to improve actual
quality of products.26
o Create products offering more than one function, which is critical highly price sensitive
consumers who are also interested in having good product selection.
Summary
CoverGirl has a strong brand essence and a clear positioning strategy. Base on our audit results,
CoverGirl is successful in delivering the brand image and creating the emotional bond of the
brand to its customer via various touchpoints. A major shortfall identified is CoverGirl’s product
quality. CoverGirl’s current inferior product perception is a major roadblock for prospective
customers and a likely reason for customers to stop using its products. We recommend CoverGirl
24
nearly half of respondents discontinued using CoverGirl products due to its inferior quality, and many (both
young and older segments) cited quality as the reason for not using CoverGirl products – See Exhibit 11
25
See Exhibit 12
26
In our online survey, many older consumers cited concerns that chemicals in make-up would be detrimental to
their skin care

13. to work on improving its overall product quality and perhaps consider introducing an organic
make up lines as well to enhance its quality perception.

14. EXHIBITS
Exhibit 1
U.S. FDMx sales of color cosmetics, by retail channel, 2006 and 2008
2006 2008 Change
2006-08
$million % $million % %
Drug stores 1,486 61 1,534 61.4 3.2
All other* 951 39 966 38.6 1.6
Total 2,437 100 2,500 100 2.6
* excludes sales through
Walmart
SOURCE: Mintel/Based on Information Resources, Inc.
InfoScan® Reviews™.
Exhibit 2
FDMx sales of color cosmetics, by segment, 2006 and 2008
2006 2008 Change
2006-08
$million % $million % %
Eye makeup 922 37.8 1,016 40.6 10.2
Face makeup 915 37.5 929 37.2 1.5
Lip makeup 600 24.6 556 22.2 -7.3
Total 2,437 100 2,500 100 2.6
* Totals may not add due to
rounding.
SOURCE: Mintel/Based on Information Resources, Inc. InfoScan®
Reviews™.

15. Exhibit 3
U.S. FDMx sales and forecast of eye makeup, at current prices, 2003-13
Year Sales at current prices Index Index
$million % annual 2003 = 2008 =
change 100 100
2003 775 - 100 76
2004 787 1.5 102 77
2005 856 8.8 110 84
2006 922 7.7 119 91
2007 955 3.6 123 94
2008 1,016 6.4 131 100
2009 (fore.) 1,008 -0.8 130 99
2010 (fore.) 1,022 1.4 132 101
2011 (fore.) 1,049 2.7 135 103
2012 (fore.) 1,095 4.3 141 108
2013 (fore.) 1,148 4.9 148 113
U.S. FDMx sales and forecast of lip makeup, at current prices, 2003-13
Year Sales at current prices Index Index
$million % annual 2003 = 2008 =
change 100 100
2003 685 - 100 123
2004 640 -6.6 93 115
2005 612 -4.4 89 110
2006 600 -2 88 108
2007 584 -2.7 85 105
2008 556 -4.8 81 100
2009 (fore.) 564 1.4 82 101
2010 (fore.) 561 -0.5 82 101
2011 (fore.) 552 -1.6 81 99
2012 (fore.) 535 -3.2 78 96
2013 (fore.) 514 -3.8 75 92
SOURCE: Mintel/Based on Information Resources, Inc. InfoScan® Reviews™.

16. Exhibit 4
Preferred brands for eye shadow/liner/pencil, by age, April 2007-June 2008
Base: 683 girls aged 12-17 who use eye shadow, eyeliner, eyebrow pencil
All 12-14 15-17
% % %
Cover Girl 42 45 41
Maybelline 31 23 36
wet n wild 24 23 24
Avon 21 27 17
Revlon 18 19 17
L’Oréal 16 12 19
Clinique 14 13 15
Mary Kay 14 15 14
Almay 13 16 11
M.A.C 11 8 12
Lancôme 7 4 9
Max Factor 6 3 7
Chanel 4 5 4
Other brands 40 46 37
Preferred brands for lipstick/gloss, by age, April 2007-June 2008
Base: 713 girls aged 12-17 who use lipstick/gloss
All 12-14 15-17
% % %
Cover Girl 25 27 24
Wet n wild 25 27 22
Avon 20 21 20
Maybelline 18 16 20
L’Oréal 12 15 10
Mary Kay 12 15 9
Revlon 12 10 14
Bonne Bell 10 13 8
M.A.C 9 9 10
Clinique 9 9 9
Neutrogena 7 5 10
Rimmel London 6 6 6
Lancôme 6 4 7
Almay 5 6 4
Chanel 4 5 4

17. Olay 4 5 2
Max Factor 3 2 4
Jane 3 3 2
Estée Lauder 3 3 3
Fashion Fair 2 2 2
Bobbi Brown 1 2 1
Merle Norman 1 1 1
Elizabeth Arden 1 1 1
Ultima II - 1 0
Other brands 62 65 59

18. Exhibit 5
FDMx sales of color cosmetics, by leading manufacturers, 2008 and 2009
Manufacturer Rolling 52 Rolling 52 Change % point
weeks weeks 2008-09 change
ending ending 2008-09
March 23, March 22,
2008 2009
$million % $million % %
L’Oréal USA 938 37.9 942 37.6 0.4 -0.3
Procter & 487 19.7 508 20.3 4.5 0.6
Gamble
Revlon Inc. 476 19.3 495 19.8 3.9 0.5
Private label 19 0.8 4 0.2 -79.5 -0.6
Other 552 22.3 555 22.2 0.6 -0.1
Total 2,471 100 2,504 100 1.3 -
Data may not equal totals due
to rounding
SOURCE: Mintel/Based on Information Resources, Inc.
InfoScan® Reviews™.
Exhibit 6
FDMx brand sales of eye makeup in the U.S., 2008 and 2009
Company Brand Rolling 52 Rolling 52 Change %
weeks weeks 2008- point
ending ending 09 change
March 23, March 22, 2008-
2008 2009 09
$ million % $ million % %
L’Oréal
USA:
Maybelline 294 30.4 299 28.9 1.9 -1.5
LLC Dist.
Maybelline Great Lash Mascara 53 5.5 51 4.9 -5.5 -0.6
Maybelline Define-A-Lash Mascara 37 3.8 33 3.2 -9.6 -0.6
Maybelline Expert Wear Eye 27 2.8 24 2.3 -11.5 -0.5
Shadow
Maybelline Volume 206+ Express 0 0 22 2.1 - 2.1
Colossal Mascara
Maybelline Volume Express 25 2.6 21 2 -17.5 -0.6

19. Mascara
Maybelline Define-a-Line Eye Liner 10 1.1 15 1.4 42 0.3
Maybelline Unstoppable Eye Liner 11 1.1 12 1.2 11.7 0.1
Maybelline Full N Soft Mascara 11 1.2 11 1.1 -1.3 -0.1
Maybelline XXL Volume Plus 15 1.5 10 0.9 -32.7 -0.6
Length Mascara
Maybelline XXL Mascara 12 1.2 8 0.8 -30.4 -0.4
Maybelline Lash Stiletto Mascara 0 0 7 0.7 - 0.7
Other Maybelline LLC 92 9.5 85 8.2 -7.4 -1.3
L’Oréal Paris 173 17.9 191 18.4 10.1 0.5
L’Oréal Voluminous Mascara 39 4 36 3.5 -7.4 -0.5
L’Oréal Double Extend Mascara 10 1.1 19 1.9 86.3 0.8
L’Oréal Wear Infinite Eye Shadow 17 1.8 13 1.3 -22.6 -0.5
L’Oréal Pencil Perfect Eye Liner 8 0.8 10 0.9 19.9 0.1
L’Oréal Bare Naturale Mascara 0 0 8 0.8 - 0.8
Other L’Oréal Paris 99 10.3 104 10.1 5.4 -0.2
Procter & Total 181 18.7 206 19.9 13.8 1.2
Gamble
Cover Girl LashBlast Mascara 15 1.6 52 5 245.9 3.4
Cover Girl Eye Enhancers Eye 23 2.4 25 2.4 10.4 0
Shadow
Cover Girl Perfect Point Plus Eye 22 2.2 22 2.2 3.2 0
Liner
Cover Girl LashExact Mascara 24 2.5 16 1.5 -35.1 -1
Cover Girl Volume Exact Mascara 23 2.4 13 1.3 -41.6 -1.1
Cover Girl Professional All In One 16 1.6 13 1.3 -17.3 -0.3
Mascara
Cover Girl Exact Eyelights Mascara 0 0 10 1 - 1
Cover Girl Perfect Blend Eye Liner 9 0.9 8 0.8 -3.3 -0.1
Cover Girl Line Exact Eye Liner 5 0.6 7 0.7 28.8 0.1
Other 45 4.6 39 3.8 -12.2 -0.8
Revlon Inc. Total 168 17.4 174 16.8 3.6 -0.6
Revlon Colorstay Eyeliner 27 2.7 30 2.9 13.1 0.2
Almay Intense I Color Eye Liner 16 1.6 16 1.5 0.8 -0.1
Almay One Coat Mascara 15 1.6 15 1.4 -3.8 -0.2
Revlon Colorstay Eye Shadow 13 1.3 13 1.3 1.4 0
Almay Eye Liner 9 0.9 10 0.9 9.1 0
Revlon 3D Extreme Mascara 11 1.2 8 0.7 -32.6 -0.5
Other 78 8 83 8 7.3 0
Private label 7 0.8 2 0.2 -75.7 -0.6
Other 142 14.8 164 15.8 15.2 1
Total 966 100 1,036 100 7.3 -
Data may not equal totals due to rounding
SOURCE: Mintel/Based on Information Resources, Inc. InfoScan® Reviews™.

20. Exhibit 7
Preferred retail outlet for makeup purchase, by age, February 2009
Base: 711 women aged 18+ who wear makeup, and who are internet users
All 18- 25- 35- 45- 55- 65+
24 34 44 54 64
% % % % % % %
High-end department store like Neiman Marcus, 7 13 8 5 7 7 4
Saks or Nordstrom
Mid-end department store like Macy’s or Dillard’s 23 19 24 26 26 25 18
Discount department store like Kohl’s or JCPenney 8 10 9 7 10 11 5
Online 15 13 20 13 21 11 7
Specialty beauty store such as Sephora or Ulta 20 22 24 29 22 13 5
Drug store such as Walgreens or CVS 41 36 43 42 43 38 42
QVC or HSN 5 1 5 1 7 8 4
Mass merchandiser like Target or Kmart (excluding 29 36 41 24 30 25 19
Walmart)
Walmart 43 53 47 45 39 43 35
Direct-to-consumer like Avon or Mary Kay 25 19 22 25 31 28 21
Dollar store 6 9 12 7 4 3 4
Other (please specify) 6 2 8 4 7 6 10
SOURCE: Mintel
Exhibit 8
Excerpt of messages and article themes on BeingGirl.com:
• "New to makeup? That’s okay! If you go to www.CoverGirl.com, they have live
beauty consultants that will help you find the perfect look."
• "So you think you’re old enough to wear makeup? Your dad absolutely refuses
and your mom doesn’t trust you to do a good job. Hello! You’re, like, 12 years
old—what’s wrong with a little eye shadow?!"
• "Aah, Autumn! School is in full swing and hot summer nights have turned into
chilly test crams. It’s time to put the baby blue eye shadow away and get some
warm and glittery makeup tones."
By appealing to their insecurities, rebel streak, as well as their coming of age sexuality all
attributes of the typical teenage girl, BeingGirl.com builds an emotional bond based on trust with
its readers. With prominent 'CoverGirl' branding throughout the site, teens are then driven to the
CoverGirl website where they are introduced to CoverGirl products.

21. Exhibit 9
E vent that trig g ered you into making firs t ever
puc has e
A dvertis ement (33.3% )
S pec ial P romotions (6.7% )
R ec ommended by other
Us ers (6.7% )
W idely ac c es s ible (26.7% )
O thers (26.7% )
Exhibit 10
C over G irl P roduc t P ac kag ing vers us
C ompetitors
P oor (6.7% )
F air (26.7% )
G ood (66.7% )

22. Exhibit 11
R eas ons for not c hoos ing to us e C over G irl
make up
C heap
B rand for teens
15%
20%
A vailability of c hoic es
20%
P erc eived quality
45%
Exhibit 12
F or how long have you us ed/been us ing C over
G irl?
40
35
30
25
20
15
10
5
0
L es s than a year (35% ) 1+ year (10% ) 2+ year (25% ) S till us ing (30% )