CoverGirl: Difference between revisions
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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. |
'''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. |
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Revision as of 16:21, 12 February 2007
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 one of the largest U.S. brands to conduct animal testing, but Procter & Gamble contends that it has been eliminated in about 80% of their products worldwide.[1] CoverGirl is known also for its sponsorship for America's Next Top Model and its tagline- Easy, Breezy, Beautiful, Covergirl.
Recent history
Cover Girl’s biggest customers are Wal-Mart and Target (Neff). Teenagers have recently placed Cover Girl into a group with other “cool” brands like Nike and Abercrombie and Fitch (Neff). With Marc Pritchard becoming part of the works behind Cover Girl Cosmetics, he came up with the marketing campaign “Easy, Breezy, Beautiful Cover Girl” (Neff). After this campaign was launched, Cover Girl 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” (Neff). This name brand cosmetics does not only supply make-up for America, but it also sponsors television shows. One show that it sponsors is “America’s Next Top Model” (Gates-Shannon). CoverGirl originally offered only six products ("medicated face make-up," in keeping with Noxell'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. Today, Queen Latifah is the new, fresh face of Cover Girl Cosmetics. 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. 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 it has been eliminated in about 80% of their products worldwide.[2]
Competition
Cover Girl is sold primarily in drugstores, convenience stores, and supermarkets. Maybelline Cosmetics, which is owned by L'Oréal, is Cover Girl'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 Cover Girl Cosmetics. Super stars in the vein of Brandy, Molly Sims, Faith Hill, Tyra Banks, Queen Latifah and most recently Rihanna have modelled for CoverGirl. Christie Brinkley was the first face of Cover Girl, and modelled for the company for over 20 years. Recently she was rehired to represent their Advanced Radiance Age-Defying Liquid Makeup foundation. Cover Girl has also given a $100,000 contract to the winner of seven seasons of the popular modelling reality television show, America's Next Top Model. Past winners of the show include Eva Pigford, Naima Mora, Nicole Linkletter, Danielle "Dani" Evans, and CariDee English.
Notes and references
- ^ http://www.pg.com/science/aa_commitment.jhtml
- ^ "Animal Alternatives". PG.com. Procter & Gamble. 2006.
1) "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 OAPFQFIAJ1XKYWAVABHM3MK>.
2)"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>.
3)Neff, Jack. "P&G Cosmetics Save Face ." Advertising Age 15 Apr. 2002: 4-43.
4)Gates-Shannon , Caroline. "Family Television Reviews." CommONsense Media. 8 Oct. 2006 <http://www.commonsensemedia.org/tv-reviews/Americas-Next-Top-Model.html>.