This advertisement is about a new CoverGirl foundation called truBLEND that comes in various blends. Each blend has its own touch and it "does not build up." The advertisement uses famous celebrities to showcase the effectiveness of the product. The producers of the advertisement use P!nk, Janelle Monae, and Sofia Vergara as their models to represent the product. Three of the ladies tell the viewers which blend they use. Currently, the brand targets women anywhere from the ages of 18 to 45 years old, plus.
Since 1969, CoverGirl has been one of the most popular makeup brands in America. Providing a wide variety of products at a reasonable price; it has exceptional sales and high brand recognition. CoverGirl's parent company, Procter and Gamble, are pride of themselves on their superior understanding of their customer's needs and building lasting brand to consumer relationships. CoverGirl focuses on conveying their messages in a sensitive way, while understanding the needs and wants of young females of ages 12 through 18. The company's plan is to increase brand trails, increase CoverGirl's customer's count, increase sales, and take a sensitive approach to who the target market is and their vulnerability.
By selecting culturally diverse spokeswomen to represent different collections within the brand, CoverGirl appeals to all different types of women. From those looking to gain clearer skin, to the ones who want a dramatic look, the brand has the products to make that want or need come true. CoverGirl products are manufactured in various locations throughout the United States by parent company, Procter & Gamble, Inc. From the manufacturing plant, products are then shipped off to wholesale distributors and then to retail and grocery stores like Walmart, CVS, Rite Aid, Tops, etc.… Direct online purchasing channels also make it possible for the consumer to buy CoverGirl products on sites such as Covergirl.com and drugstore.com.