Challenge: To introduce and increase sales of COVERGIRL TrueYou Match lipstick. Audience is predominantly women aged 24-40 who prefer a natural make-up look.

Solution: The copy illustrates how the product enhances the confidence and unique beauty of all women. The language is upbeat in keeping with the tone of the brand, and helps the prospect to envision themselves feeling their absolute best. A radiant model wearing minimal make-up was selected in collaboration with designer Amber Strahl to emphasize the ethereal effect of the product.