Creativity

CoverGirl Is Encouraging Women to Apply Makeup in Public

First Work From Droga5 Addresses a Divisive Issue

By Alexandra Jardine. Published on Jun 05, 2017

Editor's Pick

Whether or not to apply makeup in public is something of a divisive issue. Some people -- female as well as male -- are very judgmental about it, and in New York, there are even subway signs discouraging commuters from putting on their makeup on the train. Yet for many busy women, it's a necessity.

CoverGirl embraces the issue in its first work via Droga5 -- it's encouraging women to defy disapproval and make "Public Displays of Application" or PDAs. The Coty brand conducted a study through Ipsos in which, among other findings, 75% of women noted that they wear makeup for themselves and not for anyone else.

As a result, it sent women onto the subway and to special vanity stations set up outdoors in New York City, asked them to publicly apply their makeup. It then interviewed them about what this act meant, and the result is a film, seen here, launching on social media. It ends by encouraging viewers to share their on #PDAs on social media.

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About

Credits

Date
Jun 05, 2017
Agency:
Droga5 New York
Client:
CoverGirl
Entertainment Company:
Bluegroup
PR Company:
MMC
Production Company:
NA Collective
Creative Chairman:
David Droga
Chief Creative Officer:
Ted Royer
Executive Creative Director:
Alexander Nowak
Creative Director:
Ray Smiling
ACD Copywriter:
Ariella Gogol
ACD Art Director:
Marie Delpy
Copywriter:
Abe Chuang
Art Director:
Kay Kim
Copywriter:
Phil Hadad
Art Director:
Marybeth Ledesma
Jr. Copywriter:
Emily Berger
Jr. Art Director:
Paige Whitaker
Associate Design Director:
Maria Wan
Designer:
Kayt Brylinsky
Jr. Designer:
Alex Lumain
Chief Creation Officer:
Sally-Ann Dale
Co-Director:
Jesse Brihn
Co-Director:
Bryan Litman
Senior Producer:
Mike Hasinoff
Associate Producer:
Tony Xie
Music Supervisor:
Ryan Barkan
Music Supervisor:
Mike Ladman
Director of Interactive Production:
Niklas Lindstrom
Executive Producer, Interactive:
Tasha Cronin
Producer, Interactive:
Alyssa Cashman
Director of Art Production:
Cliff Lewis
Director of Print Services:
Rob Lugo
Associate Director of Print Services:
Riely Clough
Associate Director of Art Production:
Bianca Escobar
Producer, Print:
Rose Mahan
Global Chief Strategy Officer:
Jonny Bauer
Strategy Director:
Nika Rastakhiz
Strategy Director:
Katy Alonzo
Head of Communications Strategy:
Colleen Leddy
Communications Strategist:
Kimber Bowman
Social Communications Strategist:
Mark Longacre
Chief Intelligence Officer:
Amy Avery
Data Strategy Director:
Lily Ng
Executive Group Director:
Brett Edgar
Account Director:
Lucy Santilli
Account Manager:
Sophia Bernard
Associate Account Manager:
Danielle Frank
Group Project Manager:
Bill Wilson
Associate Counsel:
Erica Palaia
Assistant General Counsel:
Leigh Checchio
Senior Integrated Production Business Manager:
Denise Klapp
SVP:
Ukonwa Ojo
Dir. Global Brand & Digital:
Erika Woods
Brand Manager:
Amanda Jones
Dir. US COVERGIRL, SVP:
Amanda Knappman
Editorial/Post Production:
Second Child
Editor:
Carly Gussert
Animator:
Michael Yoo
Assistant Editor:
Berman Fenelus
Executive Producer:
Scott Chinn
Producer:
Brielle Mordant
Music:
JSM Music
Executive Producer:
Jeff Fiorello
Composer:
Nathan Kil
Composer:
Joel Simon
Sound:
Second Child
Mixer:
Berman Fenelus
Photographer:
Sprint Step
Graphic Studio:
Second Child
Studio Coordinator:
Virginia Vargas
Quality Control Manager:
Lisa Bishai
Quality Control Specialist:
Hoyu Yiu
Quality Control Specialist:
Susanne Johansson
Production Artist:
Don Ong
Production Artist:
Michael Silber

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