CoverGirl

CoverGirl is an American cosmetics brand founded in Maryland, United States, by the Noxzema Chemical Company. It was acquired by Procter & Gamble in 1989, and later acquired by Coty, Inc. in 2016. 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. CoverGirl primarily provides a wide variety of consumer-grade cosmetics. History CoverGirl's first product line, Clean Makeup, launched in 1961. It was nominated as America's best cosmetic brand. Initially 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. In 1963, model (and later, actress) Jennifer O'Neill signed on as CoverGirl spokeswoman at the age of 14, appearing in both print and television advertising that year. Her unprecedented 30-year endorsement of the product catapulted CoverGirl into being the top-selling makeup line in the country. Cybill Shepherd was one of CoverGirl's earliest models, appearing in several print and television advertisements for the brand. 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. These advertisements established the "girl-next-door" look that CoverGirl would become associated with. In 1979, Cheryl Tiegs (often cited as America's first supermodel) was selected by the company to represent the brand by signing a five-year, 1.5 million-dollar contract with them. This was, at the time, the highest paid contract ever offered to a model. Sales of the line increased during 1985 due to an advertising campaign featuring supermodel Christie Brinkley. 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. This eventually led to an increase of sales, and a larger audience of teenage girls was effectively targeted. The products of the line are still in production, and continue changing as new ideas come along.