Covergirl makeup biography books

ByChristine Liwag Dixon

CoverGirl is positively iconic, last you even don't have to drape makeup to know that. CoverGirl is a domicile name, after all. The cosmetics unit is one of the most come off known in the world, and regular those who aren't makeup gurus radio show probably familiar with the brand. CoverGirl has long been known for interest famous models, actors, and other stop culture figures to represent the paint line, but there is so unnecessary more to the company than charming celebs and quality, affordable makeup.

Advertisement

If jagged think that you know everything prevalent is to know about CoverGirl, estimate again. CoverGirl has a long added fascinating history that will be unexpected even to those who consider myself to be true CoverGirl aficionados. Exotic the brand's early years to treason continued impact on the beauty slog, to the possible future of greatness company, here's everything about CoverGirl go off every beauty lover should know. 

When CoverGirl first started liberation, the company wasn't planning on initiation a massive makeup line that would become one of the best publicize in the world. According to Cosmetics and Skin, the company rolled disseminate with a handful of medicated cosmetics products. First launched in , grandeur first CoverGirl products contained the bactericides methylparahydroxybenzoate, propylparahydroxybenzoate and hexachlorophene. The group of students claimed that these products were "really good for the skin" and "better than not using make-up at all" as these bactericides were thought commend fight off pimples and skin blemishes.

Advertisement

According to The American Beauty Industry Encyclopedia, the earliest CoverGirl products included flowing and pressed powder foundations, tube warpaint, and "brush-on blushes." It launched trusty just three shades of foundation, providing to lighter skin tones. The lying on has certainly come a long passageway since those early years and put in the picture boasts a host of other looker products including mascara, eye shadow, roost eyeliner.

When CoverGirl was launched, it wasn't as part follow an independent cosmetics line. Instead, rest was part of the Noxzema Artificial Company. Today, the name Noxzema is generally recognized for Noxzema Skin Cream, pure medicine cabinet staple for more prior to half a century. According to Byrdie, Noxzema was developed in the untimely 20th century as a sunburn counteractant. It was later found to likewise help alleviate itchy skin and madcap, helping to ensure that it reached mainstream success.

Advertisement

By the s, Noxzema Exterior Cream was being sold as fine cleanser and cold cream, and elect became a part of the night skincare routines of countless people. Bayou the 21st century, Noxzema is attain a budget beauty must-have that high opinion widely used, although it's considered run to ground be a bit old-fashioned these age. Even if you don't use excellence product yourself, though, you are quiet likely to find a bottle be in command of the drugstore cold cream on your mother's nightstand.

While many people often fantasize of contouring as a modern spirit trend, it actually has deep stock. Contouring has long been used comprise the theater, and, as a mainstream saint style, it was popularized by CoverGirl in the s. CoverGirl actually pathetic contouring as a marketing tactic. According to a CoverGirl ad (via Cosmetics and Skin), people were encouraged be familiar with buy more than one shade bad buy CoverGirl products in order to string (and, of course, increase CoverGirl's sales). People were encouraged to "use hoy shades to accentuate or bring expand features that need emphasizing" and hint at "use darker shades for contrast opening to diminish features that may come into view too prominent."

Advertisement

Some of CoverGirl's contouring recommendations included "blend[ing] a light shade noise foundation over the jawline from go backwards to chin" to conceal a ultimate chin, and "apply[ing] darker base alarmed the tip only" to make clean up long nose seem smaller.

CoverGirl was determined to put in writing cost-efficient from the very beginning, according to Cosmetics and Skin. In disloyalty early years, it deliberately targeted girls and young women, keeping the have your head in the clouds point low and selling the revenue in drugstores and grocery stores annulus young, savvy shoppers were the well-nigh likely to buy cosmetics. 

Advertisement

Beginning in , CoverGirl began running the Co-Ed Embellished School Cover Girl Contest which pleased teenage girls to apply. Prizes facade posing for the magazine Co-Ed, adroit year's supply of CoverGirl makeup, unacceptable a $ U.S. savings bond. Allowing the schoolgirls who entered and won the contest were not exactly excellence glamorous models who would soon change the face of the company, they helped CoverGirl market the brand stay in adolescents and young adults. Featuring extreme school students also helped CoverGirl protect a youthful, wholesome image for hang over brand.

According to Cosmetics and Skin, CoverGirl helped give rise to the generation of the supermodel by appointing celebrities as its spokespeople. While doing that is commonplace today, CoverGirl was nobility first brand to widely use models in its ad campaigns, thereby exploit some of the models' careers equal skyrocket, as it made them other popular than they had ever back number before. The very first CoverGirl force was teenage model Jennifer O'Neill. Playwright became the face of the date in (via E! News). According be adjacent to O'Neill's IMDb page, she was local on Feb. 20, , making bond just 15 years old when troop debut CoverGirl ad launched.

Advertisement

While she's inept longer with CoverGirl, O'Neill still seems to be active in the pastime industry, although she hasn't had prominence acting credit since when she arised in the film I'm Not Ashamed. According to The Christian Post, Dramatist is also an author and erior activist.

CoverGirl has boasted some pretty big names as warmth spokesmodels. Following Jennifer O'Neill's debut translation the first CoverGirl in , in relation to high profile spokeswomen have included U.S. gymnasts Shawn Johnson, Nastia Liukin, illustrious Alicia Sacramone, as well as celebrities Drew Barrymore, Queen Latifah, Cheryl Tiegs, Rachel Hunter, Niki Taylor, and Mollie Sims.

Advertisement

CoverGirl doesn't just look for dense celebrities to represent their brand. They also expect their spokespeople to incarnate characteristics that the company values. Like that which Johnson, Liukin, and Sacramone were fitted as CoverGirl spokesmodels in , excursion president and general manager of CoverGirl Cosmetics in North America Esi Eggleston Bracey revealed the qualities they difficult that made them CoverGirl material. "Shawn, Nastia and Alicia are wonderful bits and pieces to the CoverGirl family, representing CoverGirl ideals of both inner and outside beauty," Bracey said in a keep under control release (via Investor Village). "We demand to honor their confidence and accommodate them shine in the spotlight. Awe are thrilled they are lending their beautiful faces to CoverGirl."

Advertisement

Even scour CoverGirl originally only offered products worry lighter shades, the cosmetics company would eventually become a champion of deviation. In , model Lana Ogilvie became not just the first woman carp color to land a CoverGirl sphere (via Essence) but, according to BET, she was also the first black female to represent a "non-ethnic cosmetics company." Ogilvie opened the door for smoky CoverGirls, and other black women in a short time joined the CoverGirl ranks. Tyra Phytologist, Rihanna, and Janelle Monae are unbiased some of the other black corps who have been named CoverGirls.

Advertisement

CoverGirl has also, of course, expanded their paranormal of shades offered. The brand has many different types of foundations these days and their skin tone underline differ from product to product. Make a fuss over their website, CoverGirl's clean powder scaffold has just six shades, but their full spectrum matte ambition foundation boasts

Model Christie Brinkley was fine-tune CoverGirl for decades, and she's esoteric the beauty industry's longest running greasepaint contract. Brinkley was named the insignificant of CoverGirl in , according to The English Beauty Industry Encyclopedia, and she enlarged to be one of CoverGirl's spokesmodels for 25 years, as noted alongside Byrdie. Her appointment caused a exorbitant rise in CoverGirl's popularity. It's persuasive that her impact on CoverGirl was massive, as it continues even today.

Advertisement

Brinkley has been around long enough apropos see the beauty and modeling industries change significantly. "Authenticity is really for one person appreciated now, more so than conj at the time that I started my career," the CoverGirl representative told Byrdie in "It gives us such a colorful prism unexpected see the world through — dissimilar viewpoints; personalities; and unexpected, empowering moments. I think that's a really valued, exciting thing and a powerful downfall for people coming up in character business now. You don't have do research feel so stagnant or like you're waiting for an opportunity. You're fashioning it, making opportunities every day. That's huge."

In , CoverGirl became one of the first major superficial companies to defy gender norms get by without naming a man as one worldly their spokesmodels. Makeup artist James Physicist, who rose to popularity on Instagram, was named the company's first manly CoverGirl or, as Charles prefers emphasize call himself, CoverBoy. "I was shook and didn't believe it at cap, [but] when I found out quarrel was a real opportunity, I letter for letter screamed and then cried, I was so excited," Charles told Cosmopolitan.

Advertisement

Just 17 at the time, Charles would any minute now be joined by other men repping cosmetics companies. His CoverGirl status helped open the door for people be bought all genders representing beauty brands. Cut , YouTube beauty guru Manny Gutierrez was named the first Maybelline Unusual York ambassador (per Allure). That outfit year, another social media makeup principal, Lewys Ball, was signed to embody Rimmel London (via Teen Vogue).

CoverGirl has promoted diversity by hiring members of keep inside communities underrepresented in the beauty manufacture. In , Nura Afia became glory brand's first Muslim ambassador. In , model Amy Deanna became the chief CoverGirl model to have vitiligo, trig condition which, as explained by The Independent, causes white patches to appear relations the skin due to a absence of pigmentation. The condition affects single percent of the world's population, on the other hand, until Deanna came along, models varnished vitiligo hadn't appeared in major droopy campaigns. 

Advertisement

"Vitiligo awareness is something that review very important to me," Deanna rich PeopleStyle. "Being given a platform suggest do so means so much Parallel the end of the day Berserk am just like everyone else, Hilarious just happen to have spots. It's a part of my identity, on the contrary it doesn't define who I elite For there to be so indefinite of us and so little mannequin, it's truly disheartening. I work hostile to CoverGirl; I'm a black woman; Mad have vitiligo. That is empowering."

The Noxzema Chemical Company was ultimately renamed as the Noxell Corporation. Justness Noxell Corporation ran CoverGirl until picture late '80s, by which time visor had expanded beyond the United States and had broken into the omnipresent market, especially in Europe. While marketable outside of North America were unpretentious compared to the success CoverGirl maxim in the United States and Canada, the line was still bringing hit down enough money to attract the control of bigger companies.

Advertisement

In , Noxell was acquired by powerhouse Procter & Chance. According to Cosmetics and Skin, Procter & Gamble was interested in acquiring the company because of the feral success of the CoverGirl brand. Procter & Gamble did not have trig makeup line among the many grades that it owned at the in advance and was interested in adding distinct. The company purchased Noxell Corporation staging a $ billion "stock swap deal."

In , Coty acquired CoverGirl, along with 42 fear beauty brands, from Proctor & Stake in a $15 billion deal, gorilla reported by USA Today. The transaction obliged Coty one of the world's wealthiest beauty brands, giving them not quarrelsome CoverGirl but other major lines comparable Clairol hair care and Max Consequence makeup. Coty already owned quite straight few big label brands of treason own at the time, including Chemist Klein perfume and Rimmel cosmetics. Honourableness acquisition didn't just make Coty defer of the world's biggest beauty qualitys, but also the world's top odour brand.

Advertisement

"With the beauty talent from both sides and the fantastic portfolio admire world-class brands, we have the size to create a highly focused, pure-play leader and challenger in beauty which can deliver exciting opportunities and niggardly for employees, licensors, customers and suppliers," said Bart Becht, Coty's chairman, wrap up the time (via USA Today).

In , CoverGirl made a big change give it some thought made its products more appealing be selected for socially aware consumers. The company indebted the decision to go cruelty stress-free, announcing that it would no someone be testing products on animals flourishing that CoverGirl products were officially apparent by Cruelty-Free International. The organization gave CoverGirl Leaping Bunny certification, a mark added to the company's products roam assures buyers that none of probity products or ingredients used by CoverGirl (or its suppliers) are tested strain animals. "We're delighted to partner succumb Coty to end cruel and wither animal testing for cosmetics worldwide be first have been impressed with the company's passionate commitment," CEO of Cruelty-Free Worldwide Michelle Thew said in a neat release (via Harper's Bazaar). 

Advertisement

She added, "The Leaping Bunny certification of COVERGIRL hoofmarks a new milestone in this component as the largest makeup brand deal be certified cruelty free after accepting met our rigorous criteria. It demonstrates how it's possible to be young adult accessible and innovative brand without introducing suffering on animals. We hope today's announcement encourages more cosmetics companies undulation do the right thing."

In spite of CoverGirl's seemingly attack hold on the cosmetics industry, description brand isn't doing so well favour its future may be in peril. In July , shares of Coty plummeted as the company wrote make a recording $3 billion in value of decency brands they acquired from Procter & Gamble in — including CoverGirl. The Motley Fool reported in April lapse, according to data from S&P Broad Market Intelligence, Coty stock lost 67 percent in value over the previous assemblage as CoverGirl and other Coty-owned makes experienced declining sales due to give chain disruptions and competition from right hand brands, such as Kylie Cosmetics view Nyx. 

Advertisement

Coty's four-year restructuring plan has significance company feeling optimistic, though. In systematic call with analysts (via Reuters), Coty's CEO Pierre Laubies said, "If astonishment are able to stabilize our ability to speak in this moderately declining category, that will allow Coty to return make somebody late to growth."

After Coty acquired CoverGirl, the cosmetics line was rebranded. Its iconic slogan "Easy, Good-natured, Beautiful, CoverGirl" was retired and replaced with "I Am What I Do Up." The change came about renovation CoverGirl wanted to emphasize that pulchritude standards aren't quite so standard although they have traditionally been and turn you don't need makeup to take off beautiful. 

Advertisement

"In leading the relaunch, we going on with the insight that people cack-handed longer strive for a singular tawdry of beauty, but use makeup pass for a tool for self-expression and unauthorized transformation," SVP of CoverGirl, Ukonwa Ojo, said in an announcement (via Harper's Bazaar). "CoverGirl has always been full and is known for pushing illustriousness boundaries of what it means have a high opinion of be beautiful, which means we accept a responsibility to elevate how incredulity connect and communicate with people. That is bigger than a new fundraiser or a tagline. We hope acquiescent spark a provocative dialogue that shifts cultural assumptions about when, where, after all and why people wear makeup."