CoverGirl, a subsidiary of P&G, is an iconic cosmetic company that has grown into a major competitor serving in the cosmetic market share (Cgajcak, 2013). It is widely known for their “Easy, Breezy, Beautiful CoverGirl tagline since 1961 and its marketing advertisements full of celebrities (Cgajcak, 2013). Additionally, CoverGirl stays current with its fashion sense and trends.
Revlon is an American company founded in 1932 which started off with a single product such as the nail polish and evolved into other cosmetics products to become one of two major competitors for Maybelline (Revlon, n.d.). In the last 10 years, Revlon relaunched it brand with a a
global tagline, “Revlon Love is On” (Revlon adds tagline in global brand relaunch, 2014). As of 2015, the company’s net sales were $1,914.3 million (Revlon 2015 annual report, 2015).
Share of Voice (SOV) is a share given to a company derived from their display advertising existence across their competitors display advertising landscape (Competitors advertising landscape, 2014). In other words, the higher the Share of Voice share given, the "louder" the advertiser's "voice" is among its competitors who are in the same industry (Competitors advertising landscape, 2014). As research indicates, Maybelline has the number one largest overall Share of Voice (SOV) at 37.58%, Revlon follows in second at 34.67% and CoverGirl with 8.65% (Competitors advertising landscape, 2014).