Covergirl Cosmetics 1992

1992 Commercial for Covergirl.

COVERGIRL is an American cosmetics brand founded in 1909 in Maryland, by the Noxzema Chemical Company (later called Noxell) and acquired by Procter & Gamble in 1989.  The Noxell Company advertised this cosmetics line by allowing “cover girls,” fashion models who appear on the front cover of ladies’ magazines, to wear its products.


In 1964, model (and later, actress) Jennifer O’Neill signed on as COVERGIRL spokeswoman at the age of sixteen, 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 pouty, “made-up” looking fashion models of the late 1960s, Cybill 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.

Originally offering only six products (“medicated face make-up,” in keeping with Noxzema’s product theme), sales increased during 1976 due to an advertising campaign featuring fashion model Christie Brinkley.

Marc Pritchard was contracted to develop a distinctive marketing campaign. He originated the Easy, Breezy, Beautiful Cover Girl.  After this campaign was launched, COVERGIRL Cosmetics 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”.  The marketing campaign also includes television sponsorships; currently COVERGIRL is sponsoring “America’s Next Top Model”.

Also representing COVERGIRL are Drew Barrymore, Rihanna, and Queen Latifah, who touts the company’s foundation product.

COVERGIRL is one of the largest U.S. brands to conduct animal testing.  In 2006 Procter & Gamble stated that over 80% of its worldwide products did not involve animal testing.

Info gleaned from Wikipedia

Rating: 4.5/5. From 2 votes.
Please wait...


Tag Cloud

Your browser doesn't support the HTML5 CANVAS tag.