CoverGirl

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CoverGirl was founded in 1958 in Baltimore, Maryland, by the Noxzema Chemical Company (later called Noxell) and acquired by Procter & Gamble in 1989. The Noxell Company advertised this make-up line by allowing “cover girls,” fashion models that would appear on the front of magazines, to wear their products.

Originally offering only six products ("medicated face make-up," in keeping with Noxzema's product theme), it took off in 1976 due to an advertising campaign featuring Christie Brinkley. The company vastly diversified its product line, and Brinkley's contract with CoverGirl, which lasted 20 years, was the longest in the history of the modeling industry.

CoverGirl is known also for its sponsorship of America's Next Top Model and its tagline — Easy, Breezy, Beautiful, CoverGirl.

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When Marc Pritchard became part of the works behind CoverGirl Cosmetics, he came up with the marketing campaign “Easy, Breezy, Beautiful Cover Girl”. It is little known, however, that the actual author of the slogan for the campaign was Clio Award winning copywriter Mary Lou Currier. After this campaign was launched, CoverGirl Cosmetics soon became the “number one mass-market share position in the U.S., Canada and Switzerland, while also doubling its share in Mexico and substantially increasing sales in Australia”[citation needed]. The marketing campaign also includes television sponsorships; currently CoverGirl is sponsoring "America's Next Top Model".

As of 2007, the most recent "face" of CoverGirl is Queen Latifah. Queen Latifah said, "I stand behind companies I believe in, and I get involved in projects where I know I can make a positive impact," in an interview with Heather Staible[citation needed]. During the same interview Queen Latifah also stated that, with her as the new face of CoverGirl, it inspires women of color along with highlighting natural beauty.

CoverGirl is one of the largest U.S. brands to conduct animal testing, but Procter & Gamble contends that they have discontinued animal testing with respect to about 80% of their products worldwide.[1]

CoverGirl is sold primarily in drugstores, convenience stores, and supermarkets. Maybelline Cosmetics, which is owned by L'Oréal, is CoverGirl's biggest competition, as both companies target similar groups of women, and sell their products within the same price range. Examples of higher end cosmetic competitors sold within drugstores and supermarkets include Revlon, Almay, Neutrogena, L'Oréal, and Max Factor. Lower end competitors in the drugstore include NYC Cosmetics and Wet 'n' Wild Cosmetics.

Many successful models have represented CoverGirl Cosmetics. Super stars in the vein of Brandy, Molly Sims, Faith Hill, Tyra Banks, Queen Latifah and most recently Rihanna, Keri Russell, and Drew Barrymore have modelled for CoverGirl. Christie Brinkley was the first face of CoverGirl, and modelled for the company for over 20 years. Recently she was rehired to represent their Advanced Radiance Age-Defying Liquid Makeup foundation. CoverGirl has also given a $100,000 contract to the winners of cycles 3 through 9 of the popular modeling reality television show, America's Next Top Model. The winners of the show that have done CoverGirl advertisments and commercials are Eva Pigford, Naima Mora, Nicole Linkletter, Danielle Evans, CariDee English, and Jaslene Gonzalez. The winner of the 9th cycle remains undetermined.

  1. ^ Animal Alternatives. PG.com. Procter & Gamble (2006).
  • Neff, Jack. "P&G Cosmetics Save Face." Advertising Age 15 Apr. 2002: 4-43.

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Procter & Gamble Co.
Corporate Directors: Norman Augustine · Bruce Byrnes · R. Kerry Clark · Scott D. Cook · Joseph Gorman · A. G. Lafley · Charles R. Lee · Lynn M. Martin · W. James McNerney, Jr. · Johnathan Rodgers · John F. Smith, Jr. · Ralph Snyderman · Robert Storey · Margaret Whitman · Ernesto Zedillo
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Cosmetics
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