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

Throughout my time working on Covergirl from the agency side I handled the technical layout of many in-store displays for retail locations including Target, CVS, and Walgreens. This project provided the unique creative opportunity to introduce a back-to-school makeup display into Ulta stores, a coveted retailer that Covergirl is not usually featured in. The main goal of positioning themselves in Ulta was to market their lip products to younger generations for the back to school season.

The Solution

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.