ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Procter & Gamble?s Cover Girl taps mobile advertising for product launch

Procter & Gamble?s Cover Girl is promoting its new Blast FlipStick lipstick products through an interactive mobile ad.

Besides using the mobile ads to promote the line, the campaign also helps users finding their perfect color and recommends similar makeup products. The mobile ads are running within the IMDb iPhone app.

?Mobile devices are always convenient as consumers carry them with them at all times, so users can carry out research on the go when they have a spare minute during their commute or their free time,? said Simon Buckingham, CEO of Appitalism, New York.

Mr. Buckingham is not affiliated with Cover Girl. He commented based on his expertise on the subject.

Cover Girl did not respond to press inquiries.

Mobile match
The Cover Girl mobile banner ads read, ?New Blast FlipStick double your color.? The ad encourages users to learn more about the product.

The mobile ads expand into Cover Girl?s mobile site where users can learn more about the lip products.

Consumers can also tap on swatches to view all of the colors that the lipsticks come in, which helps users get a better idea of what the product looks like.

The ads are not commerce-enabled, but users can read reviews and tips on how to apply the product, which helps them get a better understanding of the item.

Users can also tap on a tab at the top of the page to take a test to find their perfect makeup shade.

The Colormatch tool asks users six questions about their skin type and features to pull up the best Cover Girl foundation, concealer and powder products that are personalized to match the consumer?s skin.

Consumers can also learn about Cover Girl?s SMS program via the mobile site. 

Users can text the keyword BREEZY to the short code 24475 to learn more about Cover Girl products.

Product recs
The Cover Girl ads are not the only recent initiative from Procter & Gamble.

Recently, the company used a mobile advertising campaign to promote its Olay skincare brand (see story).

Additionally, Cover Girl is also aiming to increase its social media following via the ads with links to the company?s Facebook, Twitter and YouTube accounts. Social media is increasingly being accessed via mobile devices and giving consumers a quick way to interact with a brand via a mobile initiative can be an effective way to build a social media following.

Since the company is a drugstore brand that is sold at multiple places across the country, using mobile advertising is a smart way to educate consumers on new product launches.

Additionally, giving users recommended products that match their interests and features is a great way for a cosmetic company to build sales since beauty products are often bought in bundles.

?Apps are good for tasks and features such as select your shade of lipstick or lip gloss because this research can be carried out before the consumers gets to the store,? Mr. Buckingham said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York