Luxury Cosmetics Brand: Cover Girl

Cover Girl is an American luxury cosmetic brand headquartered in Maryland. The company was founded by Noxzema Chemical Company (later known as the Noxell Corporation), the Mary-land based company that provided household products in the 20th century. CoverGirl launched almost 60 years ago, in 1961. The brand believes in celebrating self-expression and diversity through makeup.

CoverGirl is often recognized as the brand featuring “cover girls,” the most inspirational and famous faces of the fashion industry. It is the largest makeup brand ever to have been Leaping Bunny Certified by CFE (Cruelty-Free International). CoverGirl recently opened its first flagship store in New York City, presenting a wide range of consumer-grade products. The brand is currently owned by the multi-national beauty company Coty.

The Founding: Noxzema Chemical Company

The 20th century Noxzema Chemical Company was mostly famous for its Noxzema Skin Cream before it founded its hit brand CoverGirl. In the ‘50s, it introduced diversification in its cosmetics products by adding makeup lines to its portfolio.

In 1961, Noxzema introduced CoverGirl’s very first line, Clean Makeup. It consisted of two kinds of medicated products; compressed powder and liquid-makeup. The cosmetics were introduced to the world through TV and magazine advertising campaigns that targeted teenagers and young women.

The first year saw CoverGirl nominated as the best American cosmetic brand of 1961. This was an incredibly successful start as Noxzema had had no experience with face cosmetics before this, and CoverGirl was its first makeup brand.

Jennifer O’Neill: Spokeswoman and Model

The name “CoverGirl” was suggested by Carolyn Oelbaum, who was a junior copywriter working at Noxzema Chemical Company. The title seemed befitting, as in 1963, just two years into their business, the CoverGirl team hired the famous Brazilian-American actress and supermodel as the company’s first 15-year old spokesperson.

Jennifer O’Neill’s unprecedented 30-year-long relationship with the company would play an essential role in raising CoverGirl to the status of a top-selling makeup brand in the US. One of the earliest models of the company was Cybil Shepherd. Several brunette models were also employed for advertising CoverGirl cosmetics.

CoverGirl believed that TV advertisement was critical to a successful business model, which is why Cybil Shepherd made several appearances in various TV ads for the brand. CoverGirl was also known to majorly feature blonde looks, as it believed that they tended to present a fresher, younger, and much more wholesome picture to the audience.

CoverGirl was perhaps the earliest makeup company to use models for the specific purpose of promoting cosmetics. It transformed the traditional public opinion of viewing models as nameless figures walking down the runways to recognizing them as notable personalities. It featured many models across the radio, TV, and magazines, causing them to be remembered by the household names they inspired.

CoverGirl’s contribution to the fashion industry resulted in the term “supermodel” being common among both makeup and fashion fans. In 1992, CoverGirl’s Lana Ogilvie was the first black model ever to be featured by a makeup brand. Christie Brinkley, who modeled for the brand for 25 years, holds the record for the longest-running modeling contract in history.

Christie Brinkley, long-running model for Cover Girl

Over the years, hundreds of celebrities such as Tyra Banks, Rihanna, Keri Russell, Katy Perry, Taylor Swift, Dania Ramirez, and Ellen DeGeneres have shown their love for the elegant lifestyle offered by CoverGirl cosmetics. In recent years, James Charles was featured as the first male model for the company.

Overseas Development and Acquisition by Coty

Up until the ‘70s, CoverGirl had mostly seen success in the US and Canada. In 1977, with the establishment of Noxell Corporation, the first CoverGirl branch in Britain was launched. The rapid globalization by Noxell also saw CoverGirl being sold in nine European countries in the same year, as well as making marketing arrangements with Japan.

In the ‘80s, CoverGirl made itself popular across several locations in North America. Its continuous growth earned it the attention of the American corporation Procter & Gamble, which purchased the Noxell Corporation along with CoverGirl for $1.3 billion in 1988. Procter & Gamble would continue to operate the brand till 2016 when it sold CoverGirl and around 40 other brands to Coty.

Charity Work and Animal Testing

Asides from the fact that some of the leading celebrities of the modern-day frequently represent CoverGirl, the millions of beauty enthusiasts worldwide have had many reasons to form a loyal bond with the brand. In 2010, Procter & Gamble launched a charitable program that aimed to provide clean water to people who needed it the most across the globe. Thanks to the Clean Makeup cosmetics line, CoverGirl has raised over $500,000 to the program.

Once one of the largest non-cruelty-free international brands, in 2012, CoverGirl announced that it no longer conducted tests on animals. It holds the honor of being Leaping Bunny approved by Cruelty Free International, making it strictly cruelty-free everywhere. It famously rejected demands for sales in China, where animal testing is mandatory and continuously makes efforts to end animal testing worldwide.

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Where to Buy

Covergirl, Clean Fresh Skin Milk Foundation, Porcelain, 1 Count

Covergirl Outlast All-Day Lip Color With Topcoat, Dusty Rose

Covergirl & Olay Simply Ageless 3-in-1 Liquid Foundation, Medium Beige

COVERGIRL Clean Matte Pressed Powder, 1 Container (0.35 oz), Classic Ivory Warm Tone, Oil Control Face Powder, Fragrance Free (packaging may vary)

Covergirl Perfect Point Plus Eyeliner Pack of 2

Covergirl Lash Blast Volume Mascara, Very Black

COVERGIRL truNAKED Eyeshadow Palette, Nudes 805, 0.23 ounce (Packaging May Vary), Pack of 1

 

What it Sells

Below is a list of CoverGirl cosmetics recommended for you.

Clean Fresh Skin Milk Porcelain

CoverGirl’s Clean Fresh Skin Milk Porcelain lets you embrace a fresh and good looking skin in no time. With its richly infused formula consisting of aloe and milky coconut, the foundation gives your skin the moisturization boosts it always craves for as well as keeps it from getting dry and protects it from harmful environmental elements.

The texture is pleasantly light and gives your skin a dewy, glowy finish that is sure to last up to 16 hours. The product is free from harmful ingredients like phthalates, formaldehyde, parabens, talc, and sulfate and is capable of obscuring imperfections. It leaves your skin with an even, natural tone to give you a flawless look.

Outlast All-Day Lip Color

Outlast All-Day Lip Color lets you enjoy a long-wear lip color without any concerns for touch-ups. The formula provides excellent and resilient coverage to your lips, and owing to its advanced composition, coats your lips with a majestic color and shine that is sure to last for 24 hours.

The lipstick is available in 35 shades, so rest assured that there is a perfect match for you. This 2-steps lip color is conveniently kiss-proof and does not cause any embarrassment at the dinner table, allowing you to enjoy your food while looking fabulous.

Simply Ageless + Olay 3-in-1 Liquid Foundation

Simply Ageless 3-in-1 Liquid Foundation combines the celebrity-status makeup design of CoverGirl with state-of-the-art science featured by Olay. An effectively anti-aging formula, the foundation is perfect for removing any wrinkles or fine lines that may have formed on your skin. It also generously contributes to evening out your skin tone and giving you a uniform complexion.

Thanks to its active vitamin C supplement, the foundation acts as an antioxidant and keeps your skin soothed and relaxed. Its hyaluronic acid delivers ample hydration to the skin and keeps it moist at all times.

Clean Matte Pressed Powder

Clean Matte Pressed Powder by CoverGirl is your new treasured face powder. This highly-anticipated product is filled with oil absorbers to successfully remove the excessive oiliness from your skin and leave it appearing firm and shine-free. The powder is perfect for sensitive skin as it does not clog pores.

Use the powder to set your favorite liquid foundation or concealer in place so that your makeup lasts for an extended period and does not annoy you by rubbing off your skin. Clean Matte Pressed Powder can also be treated as a foundation and used as a base in your makeup routine. Combine it with your foundation if you want to build up more coverage.

Perfect Point Plus Eyeliner

Give your eyes an unforgettable look with CoverGirl’s Perfect Point Plus Eyeliner. The eyeliner feels perfectly controlled and adaptable in your hands. For people obsessed with the perfect line, it lets you apply eyeliner with meticulous precision and incredible ease. Its soft smudger tip allows you to appreciate a softer effect if that’s what you feel like.

Lash Blast Volume Mascara

Get yourself the perfect look with CoverGirl’s Lash Blast Volume Mascara. This marvelous product lets you have voluminous and full eyelashes with full comfort. The mascara features a unique formula suitable for sensitive eyes and least likely to cause any kind of allergic reactions.

Lash Blast Volume targets each and every lash, leaving you with the ultimate volumized-lash for a long-lasting, magnificent feel. The formula is free from harmful substances that might damage the lashes. It is smudge-free and has a lightweight, velvety texture.

Tru Naked Eye Shadow Palette

TruNaked Eye Shadow Palette by CoverGirl gives you the same experience as a $50 eye shadow palette would. Consisting of eight neutral shades, the palette features all the best flattering tones you can wish for. This genius design provides an endless combination of colors that can be mixed to go flawlessly with your favorite makeup.

The product includes glitter eyeshadow, shimmer eyeshadow, and matte eyeshadow to allow for subtle, sunny looks to smoky, nighttime styles. The product is dermatologically tested.

Conclusion

In its initial years, CoverGirl realized the importance of advertising and how much an opinion can mean to the world when presented by their favorite celebrities. This strategy, along with excellent product quality and customer service, has allowed CoverGirl to confidently take its spot as a successful and innovative brand in the modern industry.