Project: Develop a spec ad for a new COVERGIRL lipstick, based on copy provided by a freelance copywriter.
Design process: Created realistic packaging for the new lipstick (“TrueYou” line, pictured below) and created an ad that emphasized the natural beauty of the model, in line with the copywriter’s specifications.
Result: A realistic ad that aligns with COVERGIRL’s new brand guidelines and captures the ethos of the company.
Sketches and brainstorming
I knew I wanted images that focused closely on a model’s face and included some kind of floral element. In my initial sketches to the copywriter, I suggested having the model holding a flower up to her face, to draw a parallel between its freshness and the natural look of her makeup.
This is what I came up with! The first image is sourced from Unsplash (credit: Autumn Goodman, minus my editing to the background and her lip color) while the last two are from from Canva.
I also created these lipstick tubes using Adobe Photoshop, which allowed me to “print” the lipstick name and COVERGIRL logo on each tube. This was a key element of the project, which asked to include a demo of the lipstick tubes in the ad.
Final result
After discussing with the copywriter, who revised the original text, I created this final version of the ad. I’m in love with how radiant the model looks and how well I recreated the new COVERGIRL brand guidelines, including on the lipstick tubes.
