In 1992, CoverGirl became the first major cosmetic company to sign a black model to an exclusive contract. In February 2018, the company launched a campaign featuring a model with vitiligo for the first time. For their new campaign they made a short film, Made in the Mirror, which included celebrities chef Ayesha Curry, YouTuber Issa Rae, coach Massy Arias, Katy Perry, Maye Musk, and Shelina Moreda. Their rebrand also includes a new logo, tone, updated packaging and product design. In 2017, CoverGirl reinvented their brand by adopting a new strapline "I Am What I Make Up" instead of the previous one "easy, breezy, beautiful". With the help of the Clean Makeup line, CoverGirl has donated $500,000 to the program, which provided 50 million liters of drinking water to children across the world. Dania Ramirez is the newest spokesmodel for CoverGirl's Clean Makeup Sensitive formula, a campaign for CoverGirl's partnership with Children's Safe Drinking Water. In January 2010, Procter & Gamble launched "Clean Makeup for Clean Water", a charitable program aimed toward providing clean drinking water to places and people in need. Īlso representing CoverGirl are Drew Barrymore, Zooey Deschanel, Ellen DeGeneres, Dania Ramirez, Christobelle Grierson-Ryrie, Rihanna, Queen Latifah, Sofia Vergara, Taylor Swift, Zendaya, Janelle Monáe, and Pink, who touts the company's foundation product.ĬoverGirl was once one of the largest global brands to conduct animal testing, but that is no longer the case. The products of the line are still in production, and continue changing as new ideas come along. This eventually led to an increase of sales, and a larger audience of teenage girls was effectively targeted. In 1997, CoverGirl launched what is now the famous slogan, "Easy, breezy, beautiful." This was meant to imply the products would give the user a natural look.
Sales of the line increased during 1985 due to an advertising campaign featuring supermodel Christie Brinkley. These advertisements established the "girl-next-door" look that CoverGirl would become associated with.
In contrast to the "made-up" looking fashion models of the late 1960s, Shepherd demonstrated a fresh, wholesome look, appealing to a younger consumer's taste. Cybill Shepherd was one of CoverGirl's earliest models, appearing in several print and television advertisements for the brand. Her unprecedented thirty-year endorsement of the product catapulted CoverGirl into being the top-selling makeup line in the country. In 1963, model (and later, actress) Jennifer O'Neill signed on as CoverGirl spokeswoman at the age of fifteen, appearing in both print and television advertising that year. Originally offering only six products, it was advertised as being a "medicated face makeup" as it used Noxzema's medicated ingredients of camphor, menthol, and eucalyptus. It was nominated as America's best cosmetic brand. CoverGirl primarily provides a wide variety of consumer-grade cosmetics.ĬoverGirl's first product line, Clean Makeup, launched in 1961. The Noxell Company advertised this cosmetics line by allowing "cover girls", models, actresses, and singers who appear on the front cover of women's magazines, to wear its products. It was acquired by Procter & Gamble in 1989, and later acquired by Coty, Inc. CoverGirl is an American cosmetics brand founded in Maryland, United States, by the Noxzema Chemical Company.
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