In 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. 

G&R tested the Cover Girl ad in the Ladies' Home Journal magazine, April 1978.