CoverGirl Fantastic Lash - creating an icon

The design of cosmetics plays an increasingly important role in the brand's relationship with the consumer. Our design for Fantastic Lash captures the triple volume mascara concept. Flaring out at either end, the pack expresses the consumer benefit, has standout in store and combines youthful appeal with a premium edge. The new shape stars in the advertising campaign - Cover Girl now has a visual asset that gives the consumer confidence in the brand and can be leveraged beyond POS.