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CoverGirl A Harvard Business School Case The U.S. cosmetics industry is a $7 billion dollar market. This lucrative business has attracted many competitors all fighting to gain a piece of the industry pie. As competition grows fierce, standing out amongst the crowd becomes more difficult. In order to succeed in this industry, CoverGirl must establish a sold brand image and differentiate itself from competitors. For many years, CoverGirl's primary target market has been Caucasian woman between the ages of 16 to 45. With its slogan, "Easy, Breezy, Beautiful...CoverGirl", it was positioned as a trendy, low cost, good quality cosmetics provider. Distribution in mass retailers allowed easy access to target markets. CoverGirl's initial marketing strategy had been to saturate magazine covers with well-known supermodels such as Niki Taylor and Christie Brinkley. These campaigns successfully launched CoverGirl into households, and established strong brand equity, a trusting image, and many loyal consumers. However, as...

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