Covergirl

STRATEGY; ART DIRECTION; COPY; PHOTOGRAPHY; BEHIND THE SCENES; LOOKBOOK; PRINT; OUTDOOR

Having to compete within a crowded market segment, largely dominated by large global brands, Covergirl has it’s local work cut out for it. In a move to create stronger regional brand connection, Jennifer Hawkins was harnessed as the Australian face of Covergirl, which also enabled the brand to break the barrier of some unrelated American faces.

The new tone of the Jen campaign was created to compete with the high-end standards of international beauty campaigns, yet was produced wholly on a local budget.

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