Covergirl is a well known makeup brand, commonly sold at drug stores, that has good products but could use a better packaging design to appeal to younger audiences especially those who look for products.

Project Type

Packaging Design

Tools USed

Illustrator, Photoshop

Covergirl has experienced a decline, while other brands like Elf have achieved viral success with innovative products. By implementing a packaging redesign, Covergirl has the potential to regain its viral status. Key products such as Simply Ageless Skin Perfector Essence, Outlast Lipstain, Aquasmooth Compact Foundation, and Clean Fresh Yummy Gloss highlight critical elements that influenced these redesigns. For instance, the Simply Ageless Skin Perfector Essence features tinted microdroplet technology, which I emphasized to enhance its appeal. The color palette was carefully curated to resonate with a younger demographic, making it a standout piece on any vanity. The Outlast Lipstain's satin-stained finish inspired a satin-like texture on the packaging exterior. Similarly, the Aquasmooth Compact Foundation, known for transforming into liquid upon application, inspired a design where the typography melts into a liquid form to mirror this transformative quality. The Clean Fresh Yummy Gloss possessed a unique font that required adaptation to attract a younger audience. Through strategic color adjustments and type modifications, the gloss was reimagined to potentially achieve viral popularity. These redesigns aim to rejuvenate Covergirl's brand identity and resonate with contemporary consumers, fostering renewed interest and market impact.