Cover Girl - premium application

P & G raised the bar for mascara application and lash enhancement with their molded bristles applicator. Webb deVlam designed a layered bottle shape with a vial closure, so the new brush could be displayed at POP. Cover Girl's swelling, slanted silver cap communicates lash fullness to the easygoing Cover Girl consumer. The mascara brought premium positioning and standout at shelf, enhancing sales of the new brush technology.