Goals and objectives
COVERGIRL wanted to drive awareness, excitement and purchase intent for their new product launch, Vitalist Healthy Elixir. So they came to Refinery29 to connect with our young, beauty-obsessed audience.
Together we launched Power Faces—a co-branded content campaign, led by video with accompanying editorial and social content and born out of COVERGIRL’s rallying cry, ‘I am what I make up’, a powerful notion that makeup isn’t just cosmetic; it’s a tool for self-expression and personal transformation that showcases whoever you are, or whoever you want to be, to the world.
The custom videos and branded editorial were a series of first-person narratives featuring women from a variety of industries, including beauty, art, film, and more, who shared a belief in this transformative power of beauty.