Brand Identity

The brand above is a make up for women and teenage girls called Covergirl. The marketers have created an image of a healthy, cleanly, safe to use make up brand. By using the technique of celebrities such as Taylor Swift, Katy Perry and Rihanna to promote and advertise their products. The brand does not just randomly choose spokespersons randomly, each celebrity spokesperson is chosen carefully to fit each demographic of women. Eg. Ellen Degeneres was chosen to target the modern working woman while Taylor Swift was chosen to market to the girls age 12-17 who favour Taylor's style and makeup. Also, each woman was has not been involved in scandals or looked at negatively as the product would not sell. These artists are artists who's demographic are teenage girls and young mid-twenties women, the same target audience as Covergirl. When girls see their favorite artists or role models wearing a certain brand, they want to buy the make up too. The products of Covergirl are supposed to say that the persona wearing them is 'fun' 'sassy' and 'independent.' It creates a fresh image by marketing their products to seem fresh, and cleanly and funky, the exact market for many girls. The company of Covergirl basically created the image that they can get the same makeup the celebrities wear and once they put it on they will be instantly transformed even if they only put on a little bit.

The brand is marketed many places such as magazines like Seventeen Magazine, Cosmopolitan, People Magazine and many more magazines that market to women and teenage girls. It is also marketed on t.v, billboards and the radio. Also, when celebrities go on talk shows or interviews they talk about the product in favor it to increase sales.

I personally like this brand as I enjoy the funky advertising such as the use of bright colours, and the use of scale as in the ads on television the makeup itself is enlargened and can be seen very well so I believe the products are of great quality. I aslo like how they use the technique of Celebrity Endorsers which all apply to me, meaning I like Rihanna's funky style and the cleanliness of Taylor Swift and Independence of Queen Latifah, it makes me proud to wear the makeup as it brings out those qualities mentally. This helps the identity of me and many other girls as we figure out our style and experiment with makeup. I think if I were a brand I would also have the identity of funky, and young, and fresh to create an independent look for myself and many other girls around the world.