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Cover Girl Finds New Ways to Reach Teens



Published November 30, -0001
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Video game publisher THQ Inc. collaborated with CoverGirl on the recently released All Star Cheer Squad video game for Wii and Nintendo DS. The agreement includes CoverGirl branded stage logos, banners and billboards integrated throughout challenges, competitions and additional areas within the game. Players also have the opportunity to choose CoverGirl branded uniforms, color coordinated makeup looks and other apparel in the “create a cheerleader” mode.

“We’re very excited to be working with THQ on All Star Cheer Squad as an innovative way to merge the world of video games with cosmetics,” said Esi Eggleston Bracey, vice president and general manager, North America, Procter & Gamble Cosmetics. “This unique combination of elements from today’s popular teen culture provides us with a great vehicle for connecting with tween and teen girls and their interests.”

“The game All Star Cheer Squad was designed with the growing number of girls on Wii and Nintendo DS in mind,” said Jim Huntley, director of global brand management, THQ. “We strived to deliver an authentic cheer experience for those players and believe this partnership with CoverGirl is a unique opportunity to do just that. The CoverGirl brand and its spokespeople are instantly recognizable among our target demographic and will further immerse players in the competitive cheerleading world.”

In other news, during the past holiday season, CoverGirl ran a special marketing program with clothing retailer Bebe in which shoppers who spent $100 at select stores received a free sample of CoverGirl Outlast Lipstain, its pen-style lip color product, which officially launches at mass market retailers this month. CoverGirl and Bebe also held a sweepstakes which awarded one winner a $1000 shopping spree at Bebe and a beauty gift with CoverGirl makeup valued at $500.


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