Company Introduction
The New So Easy Waterproof Mascara will be launched by Easy Breezy Beautiful CoverGirl. CoverGirl started out as an American cosmetic company in Maryland in 1961. Originally, it was the Noxzema Chemical Company. To promote their line the Noxzema Company allowed various actress, models and singers to wear their product on the magazine covers to promote it. Hence the name CoverGirl was started.
CoverGirl was advertised as the first medicated makeup line. Some of the ingredients used were camphor, menthol and eucalyptus. It gave you the girl next door look while being healthy for your skin. Original only 6 product lines were offered.
In 1985, the sale of the product line took off mostly due to the company's advertising …show more content…
One threat is the wide range of competition. Organizations such as Maybelline, Revlon, and L’Oréal all offer similar products at similar prices. Wet n’ Wild and NYC Cosmetics can also be competition for us. While their products may not be as high in quality as ours, their prices are very low. The companies with higher prices such as Avon, Estee Lauder, MAC, and Clinique, all have the “name advantage” over CoverGirl. Sometimes customers see these names and think that expensive means better. All of the above companies, plus many more, have the ability to affect our market share. We pride ourselves on being a global brand but that can have its own set of risks. Inconsistent dollar prices and economic crunches, both at home and in foreign markets, could have a huge impact on our business operations. With the new government administration taking office we need to stay aware of the tax and healthcare laws. It is proposed that tax rates will be cut, but so will many tax breaks (Nunns). Another threat that our company may face is the cost increase of raw materials (Zangenehpour). This is always something that we need to stay on top of. An increase in production prices would most likely mean an increase in cost to our customers. If this were to happen, we would need to devise some new marketing strategies to offset any deflation rate from …show more content…
CoverGirl: Explore Facts About this Brand, N.D. Web. 16 Feb. 2017
Slide Share. CoverGirl Experience Audit Strategic Brand Management. 24 Dec. 2010. Web. 16 Feb 2017
18 Feb 2016Marketrealist. Procter-Gample Successes Weaknesses Along Road Success, 8 July 2015. Web
Consumer Health Digest. CoverGirl: Explore Facts About this Brand, N.D. Web. 16 Feb. 2017
Suzi. "Companies That Test On Animals 2017." Cruelty-Free Kitty. N.p., 24 Jan. 2017. Web. 19 Feb. 2017. .
Slide Share. CoverGirl Experience Audit Strategic Brand Management. 24 Dec. 2010. Web. 16 Feb 2017
2001-2016 P & G, https://www.covergirl.com
2016 P & G, – www.pg.com
Bloomberg –www https://www.bloomberg.com/news/articles/2008-06-20/what-do-teens-want-businessweek-business-news-stock-market-and-financial-advice
Joshua Kennon, The Rise and Fall of Noxzema, A Business Tale, August 12, 2015, http://www.joshuakennon.com/the-rise-and-fall-of-noxzema-a-business-tale/
Truth in Aging, 2016, https://www.truthinaging.com/review/covergirl-brand-profile
Library Data, Regional Business News, EBSCO Host, Hess, Amanda, Those Lips! Those Eyes! That Stubble! New York Times,, 10/19/16, Vol 166, Issue 57390,
The New So Easy Waterproof Mascara will be launched by Easy Breezy Beautiful CoverGirl. CoverGirl started out as an American cosmetic company in Maryland in 1961. Originally, it was the Noxzema Chemical Company. To promote their line the Noxzema Company allowed various actress, models and singers to wear their product on the magazine covers to promote it. Hence the name CoverGirl was started.
CoverGirl was advertised as the first medicated makeup line. Some of the ingredients used were camphor, menthol and eucalyptus. It gave you the girl next door look while being healthy for your skin. Original only 6 product lines were offered.
In 1985, the sale of the product line took off mostly due to the company's advertising …show more content…
One threat is the wide range of competition. Organizations such as Maybelline, Revlon, and L’Oréal all offer similar products at similar prices. Wet n’ Wild and NYC Cosmetics can also be competition for us. While their products may not be as high in quality as ours, their prices are very low. The companies with higher prices such as Avon, Estee Lauder, MAC, and Clinique, all have the “name advantage” over CoverGirl. Sometimes customers see these names and think that expensive means better. All of the above companies, plus many more, have the ability to affect our market share. We pride ourselves on being a global brand but that can have its own set of risks. Inconsistent dollar prices and economic crunches, both at home and in foreign markets, could have a huge impact on our business operations. With the new government administration taking office we need to stay aware of the tax and healthcare laws. It is proposed that tax rates will be cut, but so will many tax breaks (Nunns). Another threat that our company may face is the cost increase of raw materials (Zangenehpour). This is always something that we need to stay on top of. An increase in production prices would most likely mean an increase in cost to our customers. If this were to happen, we would need to devise some new marketing strategies to offset any deflation rate from …show more content…
CoverGirl: Explore Facts About this Brand, N.D. Web. 16 Feb. 2017
Slide Share. CoverGirl Experience Audit Strategic Brand Management. 24 Dec. 2010. Web. 16 Feb 2017
18 Feb 2016Marketrealist. Procter-Gample Successes Weaknesses Along Road Success, 8 July 2015. Web
Consumer Health Digest. CoverGirl: Explore Facts About this Brand, N.D. Web. 16 Feb. 2017
Suzi. "Companies That Test On Animals 2017." Cruelty-Free Kitty. N.p., 24 Jan. 2017. Web. 19 Feb. 2017. .
Slide Share. CoverGirl Experience Audit Strategic Brand Management. 24 Dec. 2010. Web. 16 Feb 2017
2001-2016 P & G, https://www.covergirl.com
2016 P & G, – www.pg.com
Bloomberg –www https://www.bloomberg.com/news/articles/2008-06-20/what-do-teens-want-businessweek-business-news-stock-market-and-financial-advice
Joshua Kennon, The Rise and Fall of Noxzema, A Business Tale, August 12, 2015, http://www.joshuakennon.com/the-rise-and-fall-of-noxzema-a-business-tale/
Truth in Aging, 2016, https://www.truthinaging.com/review/covergirl-brand-profile
Library Data, Regional Business News, EBSCO Host, Hess, Amanda, Those Lips! Those Eyes! That Stubble! New York Times,, 10/19/16, Vol 166, Issue 57390,