The Covergirl makeup line is another product category that could play with self-concept and self-esteem in marketing. For years, covergirl had not had a makeup model for African Americans. I think that Covergirl would get more clients by having a variety of African American celebrities or models to advertise products at one time. Franklin states “Due to economic pressures, advertising decision makers have been pressed to tighten and restrain marketing resources, including Black and other culturally targeted efforts, rather than increasing them” (Franklin, 2014, p. 260). The Covergirl need to come up with a realistic advertising concept for the everyday busy woman.
African American women are looking for a woman with a hectic lifestyle. The
African American women are looking for a woman with a hectic lifestyle. The