Covergirl
Back to School Display

A makeup display that speaks to the trend-forward Gen Z audience in a rare, large-store opportunity.

The Objective

Introduce a back-to-school makeup display into Ulta stores, a coveted retailer that Covergirl is not usually featured in, with the main goal of marketing lip products to with younger generations.

The Solution

These 2 proposed solutions use Covergirl imagery and other stock imagery repurposed into Gen Z design styles to invite viewers in to explore new and loved products. The back panel design reveals new content when removing each product, which encourages a closer look and adds meaning to the individual experience with the product.

Proposed Display – Option 1
Familiar and Tactile

The resurgence of Y2K is a trend that both millennials and Gen-Z can relate to. Part of the appeal of Polaroids and other Y2K “artifacts” is their tactile element during a period where screen-based technology was rapidly emerging. This approach leans into our appreciation for physical, tactile things by using polaroids of the Covergirl models and layering in product photography, textured swatches, and 3D pop-outs, which to encourage interaction with the display.

Proposed Display – Option 2
Trendy and Expressive

Digital Scrapbook Collaging is a popular Gen Z trend most commonly seen on social media stories.  It’s a playful way to express creativity and elevate everyday life, by repurposing of found imagery and textures in without too much concern for perfection. This disruptive and topical style that has not yet been harnessed by many large scale marketers, making it a great opportunity to stand out to Gen Z.