At COVERGIRL, Amy led the concepting and development of a new top-selling concealer to help expand the Simply Ageless franchise and drive growth on COVERGIRL Face. She first did market research to identify gaps in COVERGIRL's concealer portfolio and opportunities based on prestige formulas and forecasted trends. She also did consumer research to identify relevant consumer needs in the concealer space that were relevant and unmet by the current offerings in the market. She wrote concepts and worked with the Consumer Market Insights team to test the concept and determine the winning idea. She then wrote a product brief with formula and pack direction, volumes forecasting and the claims strategy. She determined a pricing strategy and cost targets based on the company's financial targets. She led a team of 30+ cross-functionals to bring the product to life and led the strategy for content creation to support the launch. One year after the launch this concealer has risen to be COVERGIRL's #1 concealer and the #6 concealer in all of mass cosmetics (L26W). The launch also helped drive halo support for the existing Simply Ageless products and helped drive growth for the COVERGIRL Face business.

At COVERGIRL, Amy led the development of a product concept with accompanying self-shot videos that achieved Nielsen's top activation profile of "Superstar Potential". Amy did market research and analysis to identify the opportunity to expand the Simply Ageless franchise with a new foundation that brought a new coverage and finish to the portfolio with an incredibly unique formula that was new to mass. She researched consumer insights to understand what key benefits and reasons-to-believe were important for this product. She leveraged trends in the skincare space in the US and Asia to choose key ingredients to support the benefit story. She wrote the product concept and shot three accompanying videos to help bring the concepts to life for consumers during testing. The test results achieved the top activation profile "Superstar Potential" and the Nielsen BASES Forecast predicts $29.7MM gross revenue for this upcoming product launch.

At COVERGIRL, Amy led the development of one of COVERGIRL's top-performing mascaras. Amy used market research and analysis to identify the opportunity for COVERGIRL's first Clean mascara. Amy leveraged consumer insights and market data to write the product concept for testing, which became COVERGIRL's best-performing concept in 2021. She then briefed the team of 30+ cross-functionals and led the development of the mascara including leading the claims strategy, pricing strategy, shade development, product & shade naming, formula and pack development and the creation of sales deployment materials. The Lash Blast Clean Mascara was the most successful COVERGIRL launch in 2021, performing +63% vs forecast and currently remains COVERGIRL's #2 mascara (L52W).