Brook Preloader

Covergirl Beauty Packaging Redesign

About the
project

Sept 2018
COVERGIRL

About the project

COVERGIRL, a cosmetics category leader, celebrates authenticity, diversity and self-expression through makeup. Born in 1961, COVERGIRL offers accessible, affordable, and inclusive makeup for everyone. In 2018, COVERGIRL became the largest makeup brand to be Leaping Bunny Certified by Cruelty-Free International, which means all of their products are certified cruelty free, no matter where they are sold.

The COVERGIRL team brought me in to consult on redesigning their best seller Lash Blast Mascara duo packs, a 24 Hr Matte Lipstick primary deco design, and a primer and full color line extension design for the Exhibitionist Mascara. Now available in stores and online.

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Existing Design

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Round 1 Primer Concept

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Final Primer Concept

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The creative
contributors

Sr. Packaging Designer: April Oberst
Creative Director, Covergirl: Kristie Gerhart
Vice President, Creative: Angela Hall
Vice President, Covergirl Global Marketing: Erika Woods
Chief Marketing Officer, Consumer Beauty: Ukonwa Kuzi-Orizu Ojo

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Existing Design

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Round 2 Concept

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Round 2 Concept

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Round 3 Concept

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Final Concept