Project: Develop a spec ad for a new COVERGIRL lipstick, based on copy provided by a freelance copywriter.

Design process: Created realistic packaging for the new lipstick (“TrueYou” line, pictured below) and created an ad that emphasized the natural beauty of the model, in line with the copywriter’s specifications.

Result: A realistic ad that aligns with COVERGIRL’s new brand guidelines and captures the ethos of the company.

Brainstorming

I knew I wanted images that focused closely on a model’s face and included some kind of floral element.

In my initial sketches to the copywriter, I suggested having the model holding a flower up to her face, to draw a parallel between its freshness and the natural look of her makeup.

This is what I came up with!

The first image is sourced from Unsplash (credit to Autumn Goodman, minus my editing to the background and her lip color) while the others are from Canva.

I also created these lipstick tubes using Adobe Photoshop, to “print” the lipstick name and COVERGIRL logo on each tube.

This was a key element of the project, which asked to include a demo of the lipstick tubes in the ad.

Final result

After discussing with the copywriter, I created this final version.

I’m in love with how radiant the model looks and how the ad aligns with the new COVERGIRL brand guidelines, including on the lipstick tubes.