Returning to the beauty market after a two-year hiatus, Cover FX reintroduced the brand with a campaign in partnership with Paris Jackson to stun the world. Covering all 80+ of her body tattoos with the brand’s high-performance makeup for a clean, blank slate look on the Grammys red carpet, this partnership demonstrated a strategic use of timely opportunities to make a wide audience aware of its return in a splashy impactful way, but also spotlight the new innovative reformulations on a large-format stage.
Cover FX knows that consumers are often looking to change up their look, not wanting to be stuck with one aesthetic, but rather changing their appearance to match their mood. The brand’s skin-first and skin-positive approach delivers the right solution for everyone, allowing consumers to express themselves daily, changing up their look as easily as they would their outfit. With innovative formulations and customizable systems, Cover FX worked with Paris Jackson to show consumers that with the help of their products, they can be whatever version of themself they want to be on any given day. While tattoos are a form of self-expression, makeup gives you the flexibility to express yourself differently when the feeling strikes.
Cover FX’s core consumer spans both female and male-identifying, in their mid-20s to mid-40s, who are obsessed with their skin. Looking for makeup products that feel skin-positive and give them an emotional boost, the brand’s demographic is looking for their next favorite product recommendations from social media and influencers, while maintaining the idea that clean, high-performance ingredients are important. This collaboration also attracted a broader appeal of people watching The Grammys red carpet, showcasing that the Cover FX product assortment is both skin-positive and high-performing in real-time.
The main marketing vehicle for the creative was a video shot as a behind-the-scenes timelapse with Paris Jackson getting her tattoos covered up with Cover FX makeup ahead of the Grammys red carpet. To showcase the amazing coverage of their foundation, Total Cover Cream, Cover FX hired glam to cover 80+ of Jackson’s tattoos for the event. In only six hours, the team made up Paris and produced a video, a behind the scenes timelapse of Jackson’s tattoos being covered. The video was filmed, edited, and pushed out to social, press, and website before Jackson hit the red carpet. The video was posted as a collaboration post with Jackson who has 6.9 million total followers on social media leading her followers to the brand’s website.
The brand’s activation strategy featured a blend of digital and traditional channels. Cover FX shared the campaign video across social channels as did Paris Jackson, alongside a robust media campaign. The brand’s website featured the campaign video and Paris’ makeup look breakdown for customers to shop the products. Email marketing and SMS were also utilized to further amplify the campaign to the brand’s existing customer base. Targeted exclusive media outreach was deployed to not only garner in-depth feature stories to break the news but also widen outreach and secure coverage in relevant beauty and entertainment publications, enhancing brand visibility and credibility. Through these coordinated efforts across various channels and platforms, the brand successfully boosted brand awareness, social media views and engagement, website traffic, and email signups.
Cover FX’s strategic approach to securing placements in top beauty, and entertainment outlets paid off immensely. Notably, an online exclusive interview with The Zoe Report, an in-person broadcast interview with Access Hollywood on the red carpet, and an exclusive social post with Byrdie generated interest and awareness from a widespread audience, further amplifying the message of the brand’s return to the beauty category that the campaign sought out to accomplish.
Social media was the second most important channel, utilizing a collaboration post with Paris Jackson on Instagram, showcasing all of her tattoos being covered with the brand’s product during her glam session ahead of her red carpet debut. With this being the brand’s reintroduction moment, Cover FX wanted to capture as wide of an audience as possible, so enlisting a two-prong strategy of traditional and social media allowed different consumer demographics to view the campaign simultaneously and all in a short window of time for the greatest impact.
Cover FX’s Instagram profile views increased by 1350% and gained 1,587 new followers and TikTok profile views increased by 3896% and gained 551 new followers in under 48 hours. The campaign video garnered 6.47M views with over 200k interactions on Instagram alone. Social engagement on launch day was up 1223% compared to the previous day’s posts across all social platforms.
The brand secured 3 exclusive interviews for Jackson with social, digital, and broadcast outlets. However, once she was spotted on the red carpet, the video went viral, with 167 social posts and 60 media placements, resulting in 32 million video views on social media and 2.3 billion media impressions.
This PR stunt was amplified through the brand’s website and email marketing. Cover FX saw a 145% lift in website traffic and a 240% increase in email sign-ups from the previous day. Total Cover Cream Foundation ranked #1 in sales, and the brand saw its highest revenue day in four months. Jackson’s tattoo reveal with Cover FX took over the internet and was among the most talked-about Grammy looks.
