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Cover Girl




Cover Girl brand is easily identifiable with its popular tagline "Easy, Breezy, Beautiful, Cover Girl". After this marketing campaign, the Cover Girl cosmetics improved its position in the world of cosmetics and personal care.

About Cover Girl:


Founded in 1958 in Baltimore, Maryland, by the Noxzema Chemical Company, the brand was later on acquired by Procter & Gamble in 1989. The Noxzema Chemical Company was known as Noxell after some time. The company advertised its line of products by the way of publishing the images of fashion models on the front of magazines who wore the products.

In the beginning, there were only six products launched by the company. The company vastly branched out its product line later on. The Cover Girl contract with Christie Brinkley (who featured in the campaign) lasted 20 years and was the longest in the history of the modeling industry.


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Cover Girl facts:


  • After its launch in the cosmetics market, Cover Girl Cosmetics soon acquired the topmost position mass-market share in the U.S.
  • The shares doubled in Mexico and sales increased largely in Australia.
  • At present Cover Girl is the sponsor of the "America's Next Top Model", an American television show.
  • Many of the winners of this show have modeled for Cover Girl cosmetics.
  • In 2001, Queen Latifah became one of the popular faces to be associated with Cover Girl brand.
  • Famous Hollywood actor Drew Barrymore is also associated with Cover Girl and flaunts the company's product.
  • Though Cover Girl is one of the largest brands in the U.S that conducts animal testing, at present Procter & Gamble asserts that they have already discontinued animal testing, with respect to 80% of the products sold across the world.
  • Popular faces have modeled Cover Girl Cosmetics over the years.
  • The American gymnasts Alicia Sacramone, Shawn Johnson and Nastia Liukin were signed to become the Cover Girl spokes models.



Cosmetics