Covergirl is an American-made beauty brand that celebrates beauty in all varieties. From women in their seventies, to young girls applying mascara for the first time, to high school seniors with abnormal skin conditions. It’s a brand that acknowledges the open-ended definition of beauty and relentlessly enforces it by consistently innovating products that meet the diverse needs of their audience. 

The Vitalist Healthy Elixir is a new line of products infused with vitamins 3, B3, B5, and other nurturing antioxidants to rejuvenate your complexion from the inside out. It embraces the shift towards natural skincare, while maintaining a refined and sophisticated feel. 

Single Compelling Thought: Can we blend artistic elements with nature-inspired props to reinforce the brand positioning of natural and elevated?

Strategy: Spray paint carnations + eucalyptus a vibrant, gold metallic color to create engaging social media content. 

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Inspiration from Covergirl's Instagram

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