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A new consumer engagement strategy emerges for Coty color cosmetics brand CoverGirl

By Deanna Utroske

13-Sep-2017
Last updated on 14-Sep-2017 at 15:03 GMT2017-09-14T15:03:36Z

A new consumer engagement strategy emerges for Coty color cosmetics brand CoverGirl

In recent weeks, the at mass beauty brand has gotten serious about influencers and opened an interactive NYC pop-up shop. Now the brand has announced Issa Rae as its latest ambassador.

“Becoming a COVERGIRL means a lot because the brand recognizes just how important it is for people to embrace their individuality and express themselves in unique and diverse ways. This has been a major part of my personal journey, and a message that I want to share with others,” Golden Globe-nominated Issa Rae tells the press.

Featuring talented and successful personalities like Rae as brand ambassadors and spokesmodels has long been part of the brand’s marketing strategy. But now as a Coty brand, CoverGirl is updating its marketing mix.

Influential people

Late last week CoverGirl announced nine new members of its collective influencer network. One of the brand’s summer campaigns features these influencer’s images on in-store displays and let’s shoppers know what CoverGirl products it takes to get the look shown. It’s an effort to merge consumers’ digital experience with their brick-and-mortar retail experience.

“We’re constantly looking for innovative ways to bring influencers into the brand experience through opportunities that show the power of our products to create transformational looks,” Ukonwa Ojo, SVP of CoverGirl, says in a media release about the new roster of influencers.

“By featuring curated beauty looks designed by influencers on our display offerings, we bridge the online / offline gap to solve a key consumer challenge. As we imagine the shopping experience of the future, merging the worlds of digital content and 'bricks and mortar' shopping is an important priority for COVERGIRL,” Ojo tells the press.

Interactive retail

CoverGirl is also one of the Coty color brands featured in the current Story retail concept in New York City . The concept shop which changes entirely every several weeks is showing beauty in partnership with Coty through October 8th.

Story curates product rather like a lifestyle magazine, issuing an editor’s letter with every new edition and teaming up with sponsoring brands to stock and decorate the shop to meet the expectations of the brand’s target consumer.

Beauty Story is full of Instagram-worthy displays and digitally engaging features. As the press release about this pop-up concept shops describes it, “self-expression is the dominant thread of Beauty Story that comes to life through a series of irresistibly shareable brand-driven activations, incentivized through social currency. Every time guests engage, experiment, and share their experience with each brand, they earn complimentary Coty products.” The shop will also host several events during its four-week run.

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