Using Music to Target Teens who Purchase Cosmetics

Procter & Gamble's Cover Girl brand is using music to drive cosmetic sales 
at Target Stores in a three-way fall promotion with Teen People. The bait 
to lure teen shoppers: white-hot musical quartet 98 Degrees. The Fall In 
Love With 98 Degrees sweeps will give teens a chance to appear in an 
upcoming video by the recording artists.

The October Teen People features a two-page spread announcing the sweeps 
that includes coupons for products from Hunt Valley, MD-based Cover Girl's Fall 
In Love Collection redeemable at Target. Entry forms will also be available at 
displays in the cosmetic departments of 859 Target's nationwide. Minneapolis-
based Target supports the program with Cover Girl end-aisle displays featuring 
the October issue, giving the magazine additional distribution. Magazine rack 
talkers at checkout will spotlight the promo to drive people to the cosmetics 
section. Fall In Love packaging and the group's latest CD will bear stickers 
with promotional tags.

Radio spots featuring the band and direct mail targeting more than 700,000 
teenage girls caps off the effort. One grand-prize winner gets an all-expenses 
trip to the video session, with 120 first-prize winners receiving $100 gift 
certificates for Target stores. Second-prize winners get coupons for free 
Cover Girl products at Target.  
(Source: http://promomagazine.com/mag/marketing_back_biting/ )

Site Updated on: 07/19/2006