COVERGIRL + QUEEN LATIFAH
+ Talent Identification, Negotiation
+ Entertainment Strategy
+ Intellectual Property Development
After many of years of success working with Queen Latifah, COVERGIRL charged UEG with finding ways to take the relationship with the star to a new level.
Queen had worked hard to build credibility for the brand among African-American women, but a larger opportunity existed.
In an effort to create a huge win for the brand, while keeping Queen and her team fully engaged in the COVERGIRL business, UEG proposed the creation of The Queen Collection, a sub-line of COVERGIRL products, inspired by Queen, that delivered a wide range of options to African-American women.
UEG was already multiple years into our longstanding relationship with the COVERGIRL brand, so our job was to structure an incentive-rich deal for Queen that involved a small upfront financial outlay for COVERGIRL. The goal was to reward Queen on the sales performance, which led UEG to create a true partnership between COVERGIRL and Queen.
The resulting partnership has become the gold standard for brand + talent relationships that shows no signs of slowing down.