Covergirl Teen Ready-Set-Gorgeous! Makeup Line

This project describes how I leveraged HHP data consumer reviews to influence the CoverGirl VP to develop a facial makeup line specifically designed for teens.

CG household penetration had been declining for the past 2 years and Nielsen panel data for females 18-24 indicated we were underperforming vs competition.

I recognized that point of market entry (POME) was a potential growth opportunity, but the majority belief in the organization was that teens only wanted cheap and light coverage in their makeup, and we already had that covered in our existing products.

Since teens had never been a design target, we lacked in house date on them. I got scrappy and leveraged an alternate data source - Makeup Alley - and scoured their teen reviews. I found that teens hated the holistic experience of our entry price point item, including the packaging, smell, and the limited coverage. From their reviews, I gathered that teens LOVED our more premium product offerings, including CG Outlast 3-in-1 because of the coverage, pump, and packaging. I used my findings from this scrappy research, along with desk research and a landscape assessment to develop a learning plan that would fill knowledge gaps, validate the concept, and enable product design and formulation. After presenting the research and recommended path forward to my multifunctional team and leadership, they were all aligned on focusing innovation efforts on the underserved teen target.

The research included a 2 hour consumer direct, six weeks of iterative 60-minute co-creation sessions, followed by in-context shop-alongs.

The result was a $17M product lineup of 3 new skus for teens, with heavy in-store signage and Becky G as the new CG Teen spokesmodel.