..r;- -~ !' SSC&B Jne. Advertising-Maybelline (6 mascaras, thickening brand: Great Lash) Revlon Natural Wonder(2 mascaras, thickening brand: Big Lash) Revlon(3 mascaras, thickening
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SSC&B Jne. Advertising- ., IfIICJ::, ~,*/I" ..r;-- ~ - !'
< -TO Trisha Ingersoll DATE October 19 1 , R
FROM Emrny Lou Kelly
RE : THICK LASH MASCARA
cc: < S. Roberts G. Poris A. Vourna,s
Per our meeting this morning, attached is the approved creative work request for the new Thick Lash Mascara page ad.
As you know, this ad's scheduled first insertion date is March magazines. Therefore, we would like to have layouts to present to the Client the week of October 30.
If you have any questions, please let us know.
ELK/ehd C~I\1"~ lLLl
For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
1) KEY FACTS
COVER GIRL THICK LASH MASCARA CREATIVE WORK ORDER
PRINT - PAGE 4/C
:rC/7"'1 -:J / r o Revised
The Cover Girl line contains 3 mascaras - Professional, Long 'N Lush, and Thick Lash. The latter has not been supported with advertising in two years and will now receive print support against teens in an effort to hold sales volume by attracting young users. We know that mascara is the staple product in the eye make-up market with strong Brand loyalty among users. Therefore, by attracting young women to Thick Lash, they are more likely to become users of other Cover Girl eye products.
2) ADVERTISING OBJECTIVE
To convince young women who are first time or current users of mascara that new improved Cover Girl Thick Lash is a desirable product for them to use. To achieve this, the advertising must communicate the product's excellent 1) thickening, 2) conditioning, and 3) ease of application properties.
3) -CREATIVE STRATEGY
a) Target Audience: Primarily teens 12-17, secondarily women 18-24.
b) Principal Competition: Mass Market Mascaras Maybelline (6 mascaras, thickening brand: Great Lash) Revlon Natural Wonder(2 mascaras, thickening brand: Big Lash) Revlon(3 mascaras, thickening brand: Fabulash) Max Factor(5 mascaras, thick~ning brand: Maxi Thick)
c) Promise: Thick Lash thickens and conditions your lashes, and is easy to apply.
c) Reason Why: Thick Lash has a new improved formula which now conditions as well as thickens.
4) MANDATORIES AND POLICY LIMITATIONS
a) The advertising should generate news/excitement for the Brand.
b) A product shot should be featured.
c) Attractive eyes and lashes should be the main feature of the model in advertising.
d) Cover Girl cover shot must be included.
e) Noxell Corporation copyright must appear in advertising.
For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
::. SSC&B PRODUCTION SCHEDULE- PRINT ~
~ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
THIS SCHEDULE IS FOR WORK REQUEST DATED 10/17/78 FROM E. L. Kelly
CLIENT Noxell Corporation SSC&'B JOB NO .---=:8:.....:7---=:9:...::3'--__ '--_ _'_
PRODUCT Cover Girl Oil Control DESCRIPTION _ _ _
MEDIA AND INSERTION DATES SIZE
Teen, Co-e~::t~ . Scholastic, B&.W c:::=J Bleed~~read _____ ______ __ _ _
2-C CJ Seventeen, Glamour --- - _ .. 1§ __ ~/4 "--__ ~_~_L )L8-" _____ _____ _
April, 1979 4-C DO
ROTO CJ
SCHD. RECD. lST REV. 2ND REV . COMMENTS
COPY AND LAYOUT ORDERED ---- I--- r------
COPY AND LAYOUT DUE w/o
J:.QL_30 -- - -
Shoot- p hoto graphy w/o 11/13-w/o >
CLIENT OK C/ L DUE 11/ 6 llL20 ._C]j.ent o. k. of comp. -- I-- -w/o 11/27
FINISH ART &. MECH. ORDERED 11/3C . -
FINISH ART &. MECH . TO TRAF. DUE 12/13 - - I ---- ------ -
CLIENT OK ART &. MECH . DUE 12/! _L ------ ._---- . --_ .. _------ -------------- ----- ---
ENGRAVINGS ORDERED 12/15 --- ---- ------ I-- -------- ._- - - --- ---- - -.- - ,----.. _._-- - - ---- -
CLIENT SUBMISSION PROOF DUE 1/11 --- --------.--- -- ---------- - -- - --- ----- ---- ------ ---- - - _. -~---- ----- -
FINAL CLIENT OK DUE 1/12 -- - ------- -- --- ---_. - - - . -- , - - ----- .._ --- - --' ._- -" - -
SHIP MATERIAL! INSERTION ORDERS 1/16 _._"- --- - --+_.'- -- - ----.- "- - -, - - -- ... - - ------ -------
CLOSING DATE 1/19 - - - ---~---- -_._--
INSERTION DATE 4/79 -
PREPARED BL_ .J.ohn _ Ros_s'---__ _____ _ _ DATE_IQL~_OL78 _._---- _ ._.,-- - -
P12( 5M-I/76
ACCOUNT E){ECU-rIVE For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
f SSC&B PRODUCTION SCHEDULE~ PRINT
. ...... .. ...... .. .......................................... .. ............................................................. . ....... .. ................
THIS SCHEDULE IS FOR WORK REQUEST DATED-.!Q/17 LZ'Q _____ FROM Erruny Lou Kelly
CLIENT NOXELL CORPORATION~ _________________________ _ SSC&B JOB NO. - 8785
PRODUCT COVER GIRL EYES ------------ - - ___________ DESCRIPTION "THICK LASH" MASCARA
MEDIA AND INSERTION DATES
_~y~nteen, Teen Co-Ed, ---'----
Senior Scholastic,
B&W c=J
2-C c=J
SIZE
___ P~a~g~e 4/C Bleed
8 5/8" X 11 3/8" --
American Girl, Glamour - March 197~_c [X]
ROTO c=J
SCHD. RECD_ lST REV. 2ND REV. COMMENTS
COpy AND LAYOUT ORDERED - .. _. __ .,----- -------------
COPY AN 0 LAYOUT DU E Wk. 0-1
.- .JOaO -_.-- sn-oot-pFio1:o-g-Yaphy~()f-l-11-Wk. 0 CLIENT OK C/ L DUE 10/30 ~~ent o.k. of Compo wk. of
1---. 1 -1-3 FINISH ART & MECH. ORDERED 11/16 .
-- f----- . f----
FINISH ART & MECH. TO TRAF. DUE 11/28
6
------ c------- . ------- ----1------,-
CLIENT OK ART & MECH. DUE 11/29 - - ------------- ---~--- c--- -- - ---- ------- - -----_.- -- ._-------- -
ENGRAVINGS ORDERED _ J:.~/:?Q.. - - ----------- .- f------- _._----- - ------ --- -_._--, --- - - ----- .' ,--------
CLIENT SUBMISSION PROOF DUE _1-2i!8 --- - ------- ----- - .. -- - - -.- ---- ------_. - - -._-. -----
FINAL CLIENT OK DUE 12/19 ---- - --_._------- - -- - ---- - ---- -.-. , ... -- -- -- '- -- -- ----
SHIP MATERIAL! INSERTION ORDERS 12/21 -- ----- -----1------ ----- - - -.- -' ------------- ---------- -
CLOSING DATE 12/20 -- - - ------- ---.-------- ------- .------ .
INSERTION DATE 3/79 - -- .. --
PREPARED BY __ JQl].n __ "RQ_~~ _______ _ _ DATE_~0~20/78
P'215M-,/16
ACCDUf'JT E XECUTiVE For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
\.
NOXELL CORPORATION crn~act Report #678 Pag'e 2
It was further agreed that the tone of the ad should be young and the execution clear and straight forward. Client approved using "New Improved Formula" in the ad and agreed that the thickening benefit should be the main thrust of the ad.
NEXT STEP
Agency to prepare creative for presentation to Client week of October 30.
SIGNED Emmy Lou Kelly
For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
CONTACT REPORT SSC&B Inc Advertising
C .(i..~,/&
ONE DA G HAMMAR S KJOLD PLAZA , NEW YO RK , N . Y. 10017 '?HIC!( W , . ... ... .. , ... . ... . .. .. .... ..... ... ..... ... . . ......... .. .. . .. .. .. ... . ... .... ~ . .
-.:LlENT NOXELL CORPORATION REPORT NUMBER 707 III/ ~ . ~RODUCT Cover Girl Eyes
DATE OF CONTACT 11/14/78 DATE TYPED
THOSE PRESENT AT MEETING
11/15/78
CLIENT P. M. Troup, E. M. McNamara
AGENCY T. Ingersoll, N. Pellegrino*,
s. Dodd, J. Abel*, A. Vournas, E. Kellv *=Parttime
LOCATION-AGENCY 1KI CLIENT 0 PHONE 0
NOTE - Report on this form all conversations wi th clients where any deci· sion is reached-or any subject discussed whi ch affects advertising pol ic ies ,
~THICK LASH MASCARA
DISTRIBUTION
CLIENT
Mr. F. J. Harrison(l) Mr. P. M. Troup(l) Mr. E. M. McNamara (16)
AGENCY
Account Creative
Agency presented chromes, comps, and copy for the new page ad. Agency will forward chromes (including cover shot), layouts, and revised copy to Baltimore for final approval. Additionally, a new layout will be prepared using alternate full-face chromes.
NEXT STEPS
1. Agency to prepare new layout and forward complete package to Noxell Wednesday, November 15.
2. Agency to forward revised copy to Client and Legal Wednesday, November 15 .
ONE-STROKE EYE COLORS - PRINT CAMPAIGN ~
additional ons on the
of the Eye Shadow, Cover Girl ~" campaign.
CONTINUED ...
SIGNED ____________ _ For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
CONTACT REPORT NOXELL CORPORATION COVER GIRL EYES
Page 2
c·~ · ~yes -
7ff/CK. '-Mit ... I~II/T
3. Client will provide A~cy with timetable for development and introduction ,~ditional shade lines and new packag-ing~~~~~ion to start date for advertising will be mad~ lew of all key elements.
THICK-LASH MASCARA
Agency presented four layouts for print advertising to run in Teen books beginning in March, 1979.
Agency recommended Kim Alexis as the model. Client approved layout with headline "Treat Your Lashes To Something Fattening. Thick Lash".
NEXT STEPS
1. Agency to book Kim Alexis for shooting as soon as possible. The possibility of a test shoot will be explored.
2. Agency will prepare production estimate and telecopy to Noxell.
SIGNED ANASTASIA P. VOURNAS
For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
SSC(\rB Inc /}d,'<'rtisillg
191,n::tlJgf -"
-'
ONE DAG HAMM ARS KJO LD PLAZA NEW YORK . N . Y. 10017
. ............ . . ... .. . . . . . .......... ...... ......... . .. . . ... . . . ............... . .. . . '~
CLIENT NOXELL CORPORATION REPORT N U M B ER __ ---.:.7-=3-=1 _____ _
PRODUCT COVER GIR=L~E=Y=E=S ___________ _ DISTRIBUTION
DATE OF CONTACT 11/30 DATE TYPED 12/~ CLIENT
F.J. Harrison (1) P.M. Troup (1) E.M. McNamara (16)
THOSE PR ESENT AT ['v1 EETING
,: L1ENT Peter M. Troup
:',GENCY Anastasia Vournas, Jim Abel,
Sandra Dodd, Trish Ingersoll AGENCY
_0CATION-AGENCY rn CLIEN T [J PHON E [i Account Creative
,\.JO TE - Report on this form al l conversations wi th clients where any deci ·c 1 is reached-or any subj ':c t discussed whi ch affects adverti sing policies .
THICK LASH PRINT AD
Agency presented revised comp and copy for the print ad scheduled for March 1979 books.
Client approved copy and requested it be sent by telecopier to Product Manager.
NEXT STEPS
1. Agency forwarded copy to Product Manager and legal for final clearance.
2. Agency to proceed with retouching of art and preparation of mechanical to be approved and put into production not later than December 5.
3. Client to approve a stat of the mechanical and artwork before proceeding with production.
SIGNED ANASTASIA P. VOURNAS For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
ssc'-~ Inc. Aduertising
ONE OAG HAMMARSKJOU lA , NEW YORK , N , y , 10017
.............. , ...... . ........ . ........................ . .............. ~
CLI ENT NOXELL CORPORATION
° RODUCT COVER GIRL EYES-THICK LASH MASCARA
DATE OF CONTACT 12/4/78 DATE TYPED 12/5/78
THOSE PRESENT AT MEETING
''":Ll ENT E. M. McNamara
AGENCY A.P. Vournas
REPORTNUMBER ___ 7~3~9~ __________ _
CLIENT
AGENCY
DISTRIBUTION
F.J. Harrison P.M. Troup E.M. McNamara
Account Creative
LOCATION-AGENCY 0 CLIENT 0 PHONE 0 IXlPhiladelphia
'WTE - Report on this form all conversations with clients where any deci,ion is reached-or any subject discussed which affects advertising policies.
THICK LASH PRINT AD
Agency presented mechanical and retouched artwork for the Thick Lash print ad scheduled to run beginning in March 1979.
Client requested the follow~ng changes:
1. The model be moved down slightly on the layout (about 1/4") to have the headline less close to the eyebrow.
2. The copyright line (t) Noxell Corporation) be the same size and in the same position as on the Professional Mascara page ad.
3. Both copy changes per contact report #737 be made.
NEXT STEP
Agency will revise mechanical, order retouching and present to Client before putting ad into production.
SIGNED ANASTASIA P. VOURNAS For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
SSC&B Inc. Advertising
ONE DAG HAMMARSKJOLD PLAZA . NEW YORK . N . Y. 10017
CLIENT NOXELL CORPORATION
PRODUCT Cover Girl Eyes
DATEOF. CONTACT 12/1/78 DATE TYPED 12/4/78
THOSE PRESENT AT MEETING
CLIENT Michael McNamara
A~c""I(,V Anastasia Vournas, Ernrny Lou Kelly , ."",,-,",,,,,. ---------------'-----=.-----~
LOCATION-AGENCY 0 CLIENT 0 PHONE ~
NOTE - Report on this form all conversations with c lients where any deci -. sion is reached-or any subject discussed wh ich affects advertis ing policies .
THICK LASH MASCARA
PAGE AD COpy REVISED
CONTACT REPORT
REPORT NUMBER __ 7_3_7 ______ _
DISTRIBUTION
CLIENT
Mr . F. J. Harrison(l) Mr. P. M. Troup(l) Mr. E. M. McNamara (16)
AGENCY
Account Creative J. Ross
Client requested that "new formula" be taken out of the last line of body copy in the new Thick Lash page ad, as it is already mentioned in the headline. Client further authorized removing the word "undernourished" if it is not approved by legal.
NEXT STEPS
1. Agency to revise mechanical to remove "new improved".
2. Agency to revise "undernourished" pending legal.
SIGNED Ernrny Lou Kelly For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
c.o. rte . . ~ REPORT ~S(\~B In c. ,!d,'crllSlllg CONTA IbI.. }
~l: j 0' ,',",w '""" '",n , .1J/./CK /,., . , '/ H A ~ l MAR S K JO L • .•. . . O NE D AG , • •..••• •• •.
. . . . . . . . . . . . . . . . . . . . . . . . . . . . , .. . . . . .
CLIEN T NOXELL CORPORATION REPORTNUMBER _____ 4_21~ ________ __
PRODUCT Cover Girl Eyes DISTRIBUTION
JATE OF CONTACT 6/21/78 DATE TYPED 6/22/78
THOSE PRESENT AT MEETING
CLIENT P. M. Troup, E. M. McNamara
AGENCY S. Roberts, G. Poris, S. Watling
LOCATION-AGENCY 0 CLIENT 0 PHONE Kl
NOTE - Report on this for m al l conversations with cli ents where any dec ision is reached- or any sub jec t discussed which affec ts adverti sing polic ies
COVER GIRL THICK LASH MASCARA
POSITIONING STATEMENTS
CLIENT
Mr. F. J . Harrison Mr. P. M. Troup Mr. E. M. McNamara
AGENCY
Account Creative
Client and Agency discussed new positioning statements for Thick Lash which had been forwarded by Client.
Agency questioned degree of consumer interest in a conditioning claim for problem lashes and suggested that some type of research, perhaps a focus g roup, might be useful in determining interest in such positionings as "problem lashes" and "conditioning formula" .
Client stated that the main objection at this time is to develop a copy line which could be flag ge d on the card t o give news to Thick Lash.
Following further discussion, it was agreed that the Agency wo uld develop several copy lines based around the "conditioning " ide a. Agency will mock-up on the existing Thick Lash package.
NEXT STEP
Present new copy lines to Client.
SIGN ED Sallie R. l"latling For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
: I . '
S8C&IJ Inc. Adl('/lisilJ~ ,. j ,
O N E OAG H AM MA RS KJOL D PL AZA . NEW YORK . N . Y 100 17
~.().fY~S
CONTAC~ REPORT
l71llCI< '-ASH) CLIENT NOXELL CORPORATION REPOR T NUMBER __ ..::...4...:...7.:....9 ______ _
PRODUCT Cover Girl Eye s -' - -
JATE OF CONTACT 7/17/78 DATE TYPED 7/19/78
THOSE PRESENT AT MEETING
CLIENT Michael McNamara
AGENCY Sallie Watling
_OCATION-AGENCY 0 CLIENT 0 PHONE fZI
NOTE - Report on this form all conversa ti ons with cli ents where any decision is reached-or any subject discussed whi ch affects advertising policies
COVER - GIRL THICK LASH MASCARA
POSITIONING TEST
DISTRIBUTION
CLIENT
Mr. F. J. Harrison Mr. P. M. Troup Mr. E. M. McNamara
AGENCY
Account Creative
Agency reported that results of the in-house panel test indicat2d that the flag "New! Pro-vitamin Formula for Thicker Lashe.s" W d S
preferred most of ten (by 17 out of 46 women). Second choice was "New! Conditioning Formula for Beautiful Lashes"(preferred by 12 out of 46).
Agency preferred "Pro-vitamin" flag to the "Conditioning" flag ci S
it gives greater separation from competitors such as Revlon, Maybelline, and Aziza who are currently making conditioning clai ms.
NEXT STEP
Agency to forward complete research results.
PROFESSIONAL MASCARA
Agency advised Client of the following network change for Professional Mascara. Client approved.
7/21 Wonder Women moved to 7/17 One Day at a Time.
SIGNED Sallie R. Wa t ling For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
z.:'1 (~~;~ "' . , ... --u- \ :\ f~ "\. .. III'
I )~, ',1' \. I ~ ,t ; .... ' I
<; .!! I (Yt!', ( ?N,CII!. tJlJl/)
) ;-.1 I I ! I, . \ (il ) , I ,.I " I)
-------..."'--'-------
Mr. E. Michael McNamara Noxell CQrporation P. O. Box 1799 Baltimore, Maryland 21203
Re: COVER GIRL THICK LASH MASCARA -POSITIONING TEST
Dear Michael:
July 19, 1978
As we discussed, we have completed the in-house panel test o n the Cover Girl Thick Lash Mascara Positioning Flags. Results are detailed below:
METHODOLOGY
Using the questionnaire you forwarded, we showed respondents the three Conditioning packages and asked their preference t hen they were shown the three Pro-vitamin packages and asked the i r preference. Following that respondents were asked their pr e ference between the two; i.e. their preferred pro-vitamin vs. their preferred conditioning. A total of 46 women, all mascara use r s, were interviewed.
RESULTS
The majority of r~spondents (57%) preferred the Pro-vitami n Flags to the Conditioning Flags . In both groups respondents pre f e rred the package which specifically identified an end-benefit : i.e. "Conditioning Formula For Beautiful Lashes" or "Pro-vitamin Formula For Thicker Lashes . "
The overall winner was "Pro-vitamin Formula For Thicker La s hes" with 17 of the 46 respondents citing prefer ence (see attac h ed) . The second most preferred was "Conditioning Formula For Be a utiful Lashes" with 12 of the 46 respondents preferring it.
Most of the women were not interested in the claims "for thin, brittle lashes" or "for problem lashes" as they did not f e e l that these problems pertained to them.
- Continued -
For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
Mr . E.- Michael McNamara July 19, 1978
PAGE 2
----------..==----
RECOMMENDATION
Of the two preferred packages the Agency recommends "New! Pro~vitamin Formula For Thicker Lashes." Not only does this specifically i dentify the beauty promise, it sounds more unique and sets us apart from the competition. As you know Maybelline, Revlon and Aziza are all making conditioning claims in their advertising.
If you have any questions regarding this panel test or the Agency 's recommendation, please let me know.
SRW/jf
cc: Mr. F. J. Harrison Mr. P. M. Troup
bcc: P. LaStayo S. Roberts S. Watling G. Poris
J. Abel T. Ingersoll L. Ader H. Goennel
Cordially,
Sallie R. watling
For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
---€OVER GIRL THICK LASH MASCARA
FLAG-POSITIONING TEST
1ST ROUND
1st Round
Conditioning Flags # Preferring
1) Conditioner with Pro-vitamin B-5
2) Conditioning Formula for Beautif~l Lashes
3) Conditioning Formula for Problem Lashes
TOTAL VIEWING
9
28
9
46
Pro-vi tamin Flag~ # Preferring
Pro-vitamin Formula for Thin,Brittle Lashes 9
Pro-vitamin Formula with Panthenol 4
Pro-vitamin Formula for Thicker Lashes 33
46
For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
~
1st Round
1) Conditioner with
C0VER GIRL THI CK LASH V~SCARA
FLAG-POSITIONING TEST
FINAL ROUND
Conditioni~lags # Preferring
Pro-vitamin Formula
Pro-vi tamin Flags # Pre ferring
Pro-vitamin B-5 5 for Thin,Brittle Lashes 7
2) Conditioning Formula for Beautiful Lashes 12
3) Conditiong Formula for Problem Lashes 2
TO'I'AL 20
Pro-vitamin Formula with Panthenol
Pro-vitamin Formula for Thicker Lashes
2
17
26
For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
~ ,
CLIENT NOXELL CORPORATION
PRODUGl Cover Girl Clean Make-Up
DATE OF CONTACT 7/18/78 DATETYPED 7/18/78
THOSE PRESENT AT MEETING
CLIENT Peter M. Troup
AGENCY Dola Hamilton
LOCATION-AGENCY 0 CLIENT 0 PHONE rn NOTE - Report on this form all conversations with clients where any decision is reached-or any subject discussed which affects advertising policies ,
CREATIVE~PACKAGING
REPORT NUMB ER _4_7_7-,-, _______ _
CLIENT
AGENCY
DISTRIBUTION
F. J. Harrison P. M. Troup
Account Creative
Client advised Agency that, per the Agency's recommendation of 5/11 (Contact Report #313), Noxell would consider changing the current bottle shape of Cover Girl Clean Make-Up.
~ Client requested Agency to present Make-Up bottle shapes for consideration.
SIGNED nola Hamil ton For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
THICK LASH FLAGS
NEW IMPROVED FOR;\1ULA! FOR PROBLEM LASHES
NEW VITAMIN-ENRICHED FORMULA! FOR PROBLEM LASHES
NEW VITAMIN-ENRICHED FORMULA FOR THIN, BRITTLE LASHES!
NEW CONDITIONING FOP~ULA! FORTIFIED WITH PANTHENOL
NEW CONDITIONING FORMULA! FIGHTS "THE BRITTLES"
NEW FORMULA FIGHTS SKIMPY, BRITTLE LASHES!
NOW \'i1ITH PRO-VITAMIN B-5! FOR EVEN THICKER LASHES.
-.-SC:2E£ ... ~- ;e:;:::::;;:::::c:sac; F S:: .. ~ _*" =_ .... ." " .'*'. _ 3S¥ .. ; %,
For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
OF MODEL ON STUDIO SeT -RA ARE VISABLE . SUPER : R GIRL SHAUN CASEY"
J.1ASCARA
With Cover Girl Thicklash Mascara . Watch my n o-whe re
BEATY C.U. GIRL TALK I NG RIG HT INTO CAMERA- SHE ISN ' T WEARING MASCARA.
SHAUN : Sarething ' s wrong with my fac e . I ' ve got the skimps .
SAME C. U. - SHE APPLIES MASCARA . LASHES BECOME MORE VISIBLE .
go from skimpy . ..
..
litt l e lashes t hat don ' t
SAME C.U. - SHE APPLIES AGAIN AN D LASHES LOOK EVEN BETTER .
to fat .. .
So how do I ma ke what I 've got look lile alot?
to fantastic .
APPLIES ONCE MORE FANTASTIC .
CLlENT ___________________ _ JOB NO __________ _
PRODUCT __________________ _ FILM NO. ____ _____ _
TITLE TIME DATE PAGE--
For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
SHOT . STARTS TO PUT ON
\Vithout looking clumpy, spiky, or g loppy . That's what makes it Cover Gi r l!
BACK TO LIVE ACTION
~:
STLL SHOTS .
(Click)
FORH COVER WI TH PRODUCT AND SUPER : " COVER G IRL THICKLASH MASCARA . Formulated with pure , tested ing redient s . "
Cover Girl Thickla the sk imp s .
CLlENT _ ______________ _ JOB NO. _________ _
PRODUCT _____________ _ FILM NO. For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270For more information contact the Archives Center at archivescenter@si.edu or 202-633-3270
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