P&G’s CoverGirl: Digital Transformation for an Iconic Beauty Brand
Brian began working on CoverGirl in 2002, designing brand logos and packaging at a boutique agency in Soho called Badger Kry and Partners, led by the legendary Madonna Badger. Over a combined seven years at Grey Interactive and G2, he served as CoverGirl’s digital AOR, leading the brand’s creative transformation across web, mobile, and social platforms.
CoverGirl's digital experience became one of the most innovative, effective, and awarded in the beauty industry—setting a new standard for how cosmetics connect with modern consumers.
Platform: Web. Mobile, Tablet, Display, OOH, Social, Experiential, Packaging Design
Features: HTML, Flash, Interactive, e-CRM, e-Commerce
Campaign Experience
The website is a truly customized experience, with every page providing personalized color and product recommendations based upon a user’s color match profile–an industry first. In such a commoditized category as cosmetics, these digital tools empower women to make the right choice and help them look their very best. The website and its tailored utility consistently drive sales.
Digital Branding & Art Direction
Product Discovery & UX
Social Integration
Branded Facebook Channel with over 2MM likes and counting!
Setting the Digital Standard in Beauty
From brand identity to omnichannel innovation, CoverGirl’s digital presence became a benchmark for modern beauty engagement under Brian’s creative leadership.