..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

~~

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 [email protected] or 202-633-3270For more information contact the Archives Center at [email protected] 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.


::. 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 [email protected] or 202-633-3270For more information contact the Archives Center at [email protected] 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 [email protected] or 202-633-3270For more information contact the Archives Center at [email protected] 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


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 [email protected] or 202-633-3270For more information contact the Archives Center at [email protected] 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


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 [email protected] or 202-633-3270For more information contact the Archives Center at [email protected] 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


''":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 [email protected] or 202-633-3270For more information contact the Archives Center at [email protected] 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


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 [email protected] or 202-633-3270For more information contact the Archives Center at [email protected] 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


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 [email protected] or 202-633-3270For more information contact the Archives Center at [email protected] 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


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 [email protected] or 202-633-3270For more information contact the Archives Center at [email protected] 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 -


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


---€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


~

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


~ ,

CLIENT NOXELL CORPORATION

PRODUGl Cover Girl Clean Make-Up

DATE OF CONTACT 7/18/78 DATETYPED 7/18/78


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 [email protected] or 202-633-3270For more information contact the Archives Center at [email protected] 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¥ .. ; %,


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--


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 [email protected] or 202-633-3270For more information contact the Archives Center at [email protected] or 202-633-3270

..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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