CoverGirl is making the most of its presence in mass market retailers, relying on cardboard prototypes of nine social media influencers to help shoppers connect in-store with the looks they love online.
 
Select in-store displays feature trending beauty looks created by each of the CoverGirl Collective members, showcasing the specific products used to achieve the look, along with tips on how to recreate it—a seamless experience from social media feed to in-person at retail.
 
According to Ukonwa Ojo, SVP, CoverGirl, “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. 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.”
 
CoverGirl chose influencers with the skills and expertise to create transformative beauty looks and educate others to do the same, but who also encourage their audiences to have fun playing with makeup. Influencers include Kelly Strack (@kelly_janexx), who created a gorgeous “All Day Fierce, All Day Flawless” look; Sharifa Easmin (@sharifaeasmin), known for taking looks from simple to glam for a “No Makeup Makeup” look; and Ryan Kelly (@ryankellymua) for a sophisticated Halloween look like “Pop Art Princess.” Other influencer partners are Tina Kosnik (@tinakpromua), Karla Tobie (@princessbellaaa), Ellarie Noel (@ellarie), Kayla Hagey (@kaylahagey), Ashley Feasel (@atleeeey) and Rosalina Young (@ahitsrosa).