By  on November 16, 2007

Cover Girl hinted at an image overhaul when it announced in August that Drew Barrymore would serve as co-creative director on print advertisements for a new mascara, LashBlast, due out in January. The starlet also appears in the ads: She was photographed in black-and-white, poised in a sultry pose next to the mascara's bright orange cigar-shaped tube. For the estimated $720 million brand, the ads are a departure from its usual "fresh and natural" aura.

And it seems the Barrymore LashBlast ads are just the tip of the iceberg for Cover Girl's 2008 plans, too.

"I think Cover Girl has always been about clean, fresh and natural and we are now dimensionalizing how it's about you. We are not correcting anything wrong but highlighting more of what women want, adding more liveliness, seeing a better version of yourself, not just clean, fresh and natural," said Esi Eggleston-Bracey, general manager, Cosmetics North America, Procter & Gamble.

Executives said Cover Girl is overhauling packaging and formulas on several key brands in its portfolio to broaden its appeal to women seeking an "individualized" beauty look. Long-lasting lipwear brand Outlast and face makeup brand TruBlend are two properties that will be reworked.

Outlast, the largest lip property in the Cover Girl portfolio, is slated to receive new packaging, new formulas and a brighter color range for its 41 shades. Outlast's lip color, said Eggleston-Bracey, can now be viewed better in its package due to changes to the glass containers housing the color portion of formulas.

"Not all glass is compatible with long-wear lip color," said Eggleston-Bracey.

Shades were updated by in-house global design director for P&G Beauty Pat McGrath.

And, finally, changes were made to Outlast's two-part lip system. Outlast's base coat, which uses Permatone technology to allow the product's color to stay on for up to 16 hours, now has green tea, jojoba and vitamin E to make the formula softer. Outlast's clear top coat will now have aloe vera, shea butter, cocoa butter and vitamin E, as well as a vanilla flavor and fragrance.

New ads for Outlast will feature Queen Latifah, who serves as one of the many faces for the brand.TruBlend cosmetics are also being completely restaged, with new additions, packaging and formulas. The face makeup, which launched in February 2004 with a liquid foundation, and expanded in 2005 with a pressed powder and powder foundation, will now also have a blush and a concealer. The mainstay of the line, TruBlend Liquid, will utilize "multitonal pigments," a coloring system that Sarah Vickery, M.D., senior scientist for Cover Girl Cosmetics, said "merges with the skin rather than matching it. It is more advanced technology to get us toward skin affinity. We did that from a color standpoint and from a physical property standpoint." Also, the liquid foundation has been taken out of its carton and will be merchandised only in its glass bottle.

TruBlend Pressed Mineral Foundation will become an addition to the TruBlend Minerals line, which is formulated with "ultrafine satinized particles." The formula is talc-free, but it is of "a high purity and cosmetics grade," said Vickery. The powder is packaged with a brush.

The TruBlend Pressed Powder, TruBlend Powder Foundation, TruConceal concealer, TruCheeks blush and TruBlend Pressed Mineral Foundation will follow a new color-coding system, which begins with the liquid foundation. Users are to choose from one of six numbered foundation shades and then select other TruBlend items corresponding to the foundation's number.

The number-coded system is an aim at multiple transactions, said industry observer Allan Mottus.

"Women feel more confident buying more than one thing when products [are packaged in such as way.] Department stores are very good at doing that. If you are going in for one thing, you are wide open to buying more," he said.

Advertising for TruBlend will also feature Barrymore, in an effort to be more "real, refreshed and have more attitude," said Eggleston-Bracey. Barrymore was co-creative director for these ads, too.

Mottus commented that the Barrymore effort is a way for the brand to cling to its number-two mass market cosmetics position, which is behind Maybelline and in front of L'Oréal Paris. But he does not know if consumers will relate to the new confident message.

"It is not a beauty ad," said Mottus. "It seems more of a MAC department store kind of thing. It is an ad that is going outside their normal culture and from a consumer standpoint, the orange brush, Barrymore's face, her shoulders and the lack of copy, I don't know if that is going to sell. There's nothing more difficult [than getting] women to switch mascara."

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