Fashion models, actresses, and singers who appear on the front cover of women’s magazines, to wear its products.
In 1963, model Jennifer O’Neill signed on as CoverGirl spokeswoman at the age of fifteen, appearing in both print and television advertising that year. Her unprecedented thirty-year endorsement of the product catapulted CoverGirl into 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.
CoverGirl’s first product line, Clean Makeup, launched in 1961. It was nominated America’s best cosmetic brand. Originally 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. 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 their best way to express how their products were and would essentially give you a natural look. It 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.
Also representing CoverGirl are Drew Barrymore, Zooey Deschanel, Ellen DeGeneres, Dania Ramirez, Christobelle Grierson-Ryrie, Rihanna, Queen Latifah, Sofia Vergara, Taylor Swift, Zendaya, Janelle Monáe, and Pink, who touts the company’s foundation product.
CoverGirl was one of the largest global brands to conduct animal testing but that is no longer the case.
In January 2010, Procter & Gamble launched “Clean Makeup for Clean Water”, a charitable program aimed toward providing clean drinking water to places and people in need. Dania Ramirez is the newest spokesmodel for CoverGirl’s Clean Makeup Sensitive formula, a campaign for CoverGirl’s partnership with Children’s Safe Drinking Water. With the help of the Clean Makeup line, CoverGirl has donated $500,000 to the program, which provided 50 million liters of drinking water to children across the world.
In 2017, CoverGirl reinvented their brand by adopting a new stapline ” I Am What I Make Up” instead of the previous one “easy, breezy, beautiful.” For their new campaign they made a short film ‘Made in The mirror” that includes a number of celebrity like chef Ayesha Curry, youtuber Issa Rae, coach Massy Arias, Katy Perry, Maye Musk and Shelina Moreda.
In February 2018 it launched a new campaign featuring a model with vitiligo for the first time.