CoverGirl is an American cosmetics brand founded in 1909 in Maryland, by the Noxzema Chemical Company (later called Noxell) and acquired by Procter & Gamble in 1989. The Noxell Company advertised this cosmetics line by allowing “cover girls,” fashion models who appear on the front cover of ladies' magazines, to wear its products.

[edit] Early history

Cybill Shepherd was one of CoverGirl's earliest models, appearing in several print and television advertisements for the brand. In contrast to the pouty, "made-up" looking fashion models of the late 1960s, Cybill demonstrated a fresh, wholesome look^[1], appealing to a younger consumer's taste. These advertisements established the "girl-next-door" look that CoverGirl would become associated with.^[2]

Originally offering only six products ("medicated face make-up," in keeping with Noxzema's product theme), sales increased during 1976 due to an advertising campaign featuring fashion model Christie Brinkley. The company diversified its product line, and Brinkley's 20-year contract with CoverGirl was the longest in the history of the modeling industry.^[3]

[edit] Recent history

Marc Pritchard was contracted to develop a distinctive marketing campaign. He originated the Easy, Breezy, Beautiful Cover Girl.^[4] After this campaign was launched, CoverGirl Cosmetics 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".

Also representing CoverGirl are Drew Barrymore, Rihanna, and Queen Latifah, who touts the company's foundation product.

CoverGirl is one of the largest U.S. brands to conduct animal testing.^{[citation needed]} In 2006 Procter & Gamble stated that over 80% of its worldwide products did not involve animal testing.^[5]

[edit] Competition

CoverGirl is sold primarily in drugstores, convenience stores, and supermarkets. Maybelline Cosmetics (owned by L'Oréal), is CoverGirl's biggest competition, as both companies market to similar groups of consumers, and sell their products at similar prices. Examples of more expensive cosmetic competitors sold in drugstores and supermarkets include Revlon, Almay, Neutrogena, L'Oréal, and Max Factor, (whose own products are similar to CoverGirl). Less expensive competitors in drugstores include NYC Cosmetics and Wet 'n' Wild Cosmetics.

[edit] Endorsers

[edit] Lana Ogilvie

In 1992 Cover Girl became the first major cosmetic company to sign a black model to an exclusive contract. Canadian Lana Ogilvie became the first black woman^[6] to represent a non-ethnic cosmetics company,^[7] and opened the door for traditionally Caucasian-focused brands to embrace different cultures and ethnicities in their brand.^[8] Today most major brands have one or more black models or celebrities under contract.

[edit] Celebrities

Many successful models have represented CoverGirl Cosmetics, including Brandy, Molly Sims, Faith Hill, Tyra Banks, Queen Latifah, Rihanna, Keri Russell, and Drew Barrymore. Christie Brinkley was the first model for CoverGirl^{[citation needed]}, and modelled for the company for over 20 years. Recently she was rehired to represent their Advanced Radiance Age-Defying Liquid Makeup foundation. Also, Daniel Harris of Round Rock Texas, became the first male model, and talk show host Ellen Degeneres has been featured as the model for "Simply Ageless" cosmetic products. Recently, CoverGirl has contracted American gymnasts Alicia Sacramone, Shawn Johnson and Nastia Liukin to represent CoverGirl, the first athletes to do so. CoverGirl has also given a $100,000 contract to the winners of cycles 3 through 13 of the popular modeling reality television show, America's Next Top Model.

[edit] References

[edit] External links

• CoverGirl brand homepage

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