Cover Girl's website provides consumers with an online experience that is engaging, easy to use, with a high degree of personalisation. The brand character, that of being approachable, spirited and aspirational, is advanced through a clean design that features the brand's signature models, appealing product photography, and a fresh colour palette. The website contains a number of utilities developed to help consumers find the products that are right for them, based on factors such as skin tone, makeup usage and special occasions. The site also contains a wealth of indepth information on products, application tips, and brand equities. This personalised approach helps to strengthen brand loyalty and position the Cover Girl brand as a trusted beauty source.Objectives: Deliver on the CG's key benefit: "personalised attention/services which help users look their best".

Create a new more sophisticated "look and feel".

Provide core users with a "fresh" and dynamic site experience.

Extend the streamlined product line online. Enable consumers to easily find the products that are right for them.Target: Women 18-54.