G&R RESEARCH COMMENTS *
the late 70's, Cover Girl worried that perhaps their use of
giantism was too explicit. G&R testing showed it was not.
Not only did it attract about twice the number of readers as the
average lipstick ad, but it was also above-average in increased
buying interest. And there were no negative comments. The
approach was one of the most successful lipstick ads tested, and
set in motion a style followed by many other advertisers.
the Cover Girl ad in the Ladies' Home Journal magazine, April