CoverGirl
4324570
221581982
2008-06-25T04:06:56Z
98.212.168.192
/* Recent history */
'''CoverGirl''' is a [[cosmetics]] line 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 [[model (person)|modeling]] industry.
CoverGirl is known also for its sponsorship of ''[[America's Next Top Model]]'' and its tagline — ''Easy, Breezy, Beautiful, CoverGirl''.
== Recent history ==
When [[Marc Pritchard]] became part of the works behind CoverGirl Cosmetics, he came up with the marketing campaign “Easy, Breezy, Beautiful Cover Girl”. 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”{{Fact|date=May 2007}}. The marketing campaign also includes [[television]] [[sponsorships]]; currently CoverGirl is sponsoring "[[America's Next Top Model]]".
[[As of 2001]], one of the more recent "faces" 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{{Fact|date=May 2007}}. 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.
Also representing CoverGirl is Drew Barrymore, who touts the company's foundation product.
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. <ref>{{cite web
| title = Animal Alternatives
| work = PG.com
| publisher = Procter & Gamble
| date = 2006
| url = http://www.pg.com/science/aa_commitment.jhtml
| accessdate = }}</ref>
== Competition ==
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.
== Endorsers==
Many successful models have represented CoverGirl Cosmetics. Super stars in the vein of [[Brandy Norwood|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 10 of the popular modeling reality television show, ''[[America's Next Top Model]]''. The winners of the show that have done CoverGirl advertisements and commercials are [[Eva Pigford]], [[Naima Mora]], [[Nicole Linkletter]], [[Danielle Evans]], [[CariDee English]], [[Jaslene Gonzalez]], [[Saleisha Stowers]] and [[Whitney Thompson]].
==Notes and references==
<references/>
*"Company Who We Are: History of Noxell." P&G Everyday Solutions. 8 Oct. 2006 http://www.pg.com/company/who_we_are/noxell_history.jhtml;jsessionid=GPF2CO3XT.
*"Marc Pritchard, President, Global Cosmetics and Personal Care, The Procter & Gamble Company." World Trade Center Institute. 8 Oct. 2006 http://www.wtci.org/events/awards/leadership2004/pritchard.htm.
*Neff, Jack. "P&G Cosmetics Save Face." Advertising Age 15 Apr. 2002: 4-43.
*Gates-Shannon, Caroline. "Family Television Reviews." CommONsense Media. 8 Oct. 2006 http://www.commonsensemedia.org/tv-reviews/Americas-Next-Top-Model.html.
==External links==
* [http://www.covergirl.com/ CoverGirl brand homepage]
{{Procter & Gamble}}
{{Cosmetics}}
[[Category:Procter & Gamble brands]]
[[Category:Cosmetics companies of the United States]]