When COVERGIRL envisioned their Spring 2025 campaign, they sought not just images but perfection—pictures that captured the vibrancy of their products while exuding the brand’s iconic style. With tight deadlines and high expectations, they turned to BluEdge, a trusted partner known for delivering exceptional quality in imaging and production.
This wasn’t the first time the two teams had joined forces. After successful collaborations on previous seasonal campaigns, COVERGIRL knew BluEdge had the expertise and precision to bring their vision to life. The challenge? Delivering a library of 450–600 flawless product images, ranging from lipstick to foundation, tailored for both e-commerce and social media—all while maintaining meticulous attention to detail and adhering to a fast-paced production schedule.
The Journey Begins
In late January, planning was already underway. BluEdge retouching artist, Kevin Hooker, along with COVERGIRL’s Project Manager, Trish Halpin, and COVERGIRL's marketing team, began a series of meetings to align on creative goals. They reviewed detailed decks outlining the desired outcomes, from color-accurate swatches to packaging shots, setting the foundation for the project.
Instead of photographing the entire range of 12 shades, the team decided to focus on three—light, medium, and dark—to streamline the process while still showcasing the product’s diversity. This careful pre-production planning allowed the teams to hit the ground running.
Lights, Camera, Collaboration
The heart of the project unfolded on set in New York, where a unique element set this campaign apart: Kevin Hooker, BluEdge’s expert retouching artist, was present during the photoshoot. This hands-on involvement was a game-changer, allowing Kevin to collaborate directly with the photographer and COVERGIRL’s team in real time. His insights helped determine the best techniques to capture product details in ways that would streamline post-production, ensuring every shot was optimized from the start.
Kevin’s presence onsite also led to a key decision that saved significant time without compromising quality—focusing on three representative shades (light, medium, and dark) instead of shooting the entire 12-shade range. This innovative approach maintained the necessary visual diversity while simplifying the workflow, enabling the team to focus on producing images with precision and consistency.
With COVERGIRL’s team providing live feedback, raw images were quickly reviewed and narrowed down to key selects. Once the selections were finalized, Kevin meticulously retouched each image, perfecting details like the texture of a lipstick swatch or the color balance of an eyeshadow palette. The result was a library of images that met COVERGIRL’s exacting standards.
This close collaboration on set not only enhanced the creative process but also set the tone for the project, enabling the teams to deliver exceptional results with efficiency and ease.
Navigating Challenges with Precision
The project wasn’t without its hurdles. Color accuracy, especially for e-commerce, posed a significant challenge. To address this, all product samples were sent directly to Kevin, who ensured every image reflected the true-to-life colors that customers expect. Retouching, too, required a delicate touch. Nuances like the sheen of a lipstick tube or the intricate design of secondary packaging needed to shine through in every image
The Results
By May, BluEdge delivered a stunning collection of an estimated 450–600 final images. Each one was a testament to the collaboration between the two teams—products rendered in vibrant detail, textures brought to life, and packaging that felt almost tangible. These weren’t just images; they were tools that would drive COVERGIRL’s sales and engagement across digital platforms.
Praise from the Team
The partnership was marked by mutual admiration. Kevin Hooker, reflecting on the experience, said, “Trish is incredibly organized; I’ve never seen anyone better in terms of keeping everything on track and ensuring the process runs smoothly.”
This level of organization and collaboration was a key factor in the project’s success, allowing both teams to work seamlessly despite the complexities involved.
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Image Courtesy of COVERGIRL.com
What’s Next?
With the Spring 2025 campaign wrapped, BluEdge and COVERGIRL are already looking ahead. This marks the third campaign BluEdge has supported, and the relationship continues to grow. As new projects emerge, both teams are ready to tackle fresh challenges together, building on their history of success.
The BluEdge Advantage
This project showcased what makes BluEdge a standout partner: an ability to translate a client’s vision into reality, even under demanding circumstances. From meticulous planning to flawless execution, BluEdge proved that their expertise and commitment to excellence are unmatched.
For brands like COVERGIRL, who demand perfection in every detail, BluEdge is more than a service provider—they’re a partner in bringing beauty to life.
