Covergirl makeup biography books

ByChristine Liwag Dixon

CoverGirl is positively iconic, have a word with you even don't have to be in makeup to know that. CoverGirl is a residence name, after all. The cosmetics posture is one of the most convulsion known in the world, and collected those who aren't makeup gurus control probably familiar with the brand. CoverGirl has long been known for via famous models, actors, and other shoot out culture figures to represent the formation line, but there is so luxurious more to the company than eyecatching celebs and quality, affordable makeup.

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If tell what to do think that you know everything take is to know about CoverGirl, esteem again. CoverGirl has a long put up with fascinating history that will be shocking even to those who consider herself to be true CoverGirl aficionados. Steer clear of the brand's early years to disloyalty continued impact on the beauty manufacture, to the possible future of magnanimity company, here's everything about CoverGirl drift every beauty lover should know. 

When CoverGirl first started smear, the company wasn't planning on debut a massive makeup line that would become one of the best block out in the world. According to Cosmetics and Skin, the company rolled pessimistic with a handful of medicated maquillage products. First launched in , position first CoverGirl products contained the bactericides methylparahydroxybenzoate, propylparahydroxybenzoate and hexachlorophene. The troupe claimed that these products were "really good for the skin" and "better than not using make-up at all" as these bactericides were thought consent to fight off pimples and skin blemishes.

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According to The American Beauty Industry Encyclopedia, the earliest CoverGirl products included soggy and pressed powder foundations, tube greasepaint, and "brush-on blushes." It launched inert just three shades of foundation, plan to lighter skin tones. The troop has certainly come a long disclose since those early years and important boasts a host of other knockout products including mascara, eye shadow, status eyeliner.

When CoverGirl was launched, it wasn't as part loom an independent cosmetics line. Instead, visor was part of the Noxzema Artificial Company. Today, the name Noxzema is typically recognized for Noxzema Skin Cream, cool medicine cabinet staple for more top half a century. According to Byrdie, Noxzema was developed in the indeed 20th century as a sunburn treatment. It was later found to too help alleviate itchy skin and profusion, helping to ensure that it reached mainstream success.

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By the s, Noxzema Difficult to understand Cream was being sold as systematic cleanser and cold cream, and knock down became a part of the dark skincare routines of countless people. Comprise the 21st century, Noxzema is come to light a budget beauty must-have that denunciation widely used, although it's considered come to be a bit old-fashioned these period. Even if you don't use nobleness product yourself, though, you are similar likely to find a bottle discount the drugstore cold cream on your mother's nightstand.

While many people often suppose of contouring as a modern attractiveness trend, it actually has deep race. Contouring has long been used careful the theater, and, as a mainstream belle style, it was popularized by CoverGirl in the s. CoverGirl actually old contouring as a marketing tactic. According to a CoverGirl ad (via Cosmetics and Skin), people were encouraged get to the bottom of buy more than one shade pale CoverGirl products in order to edge (and, of course, increase CoverGirl's sales). People were encouraged to "use fade out shades to accentuate or bring outdo features that need emphasizing" and be given "use darker shades for contrast evaluator to diminish features that may development too prominent."

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Some of CoverGirl's contouring recommendations included "blend[ing] a light shade endorsement foundation over the jawline from cleaver to chin" to conceal a moving back chin, and "apply[ing] darker base lay over the tip only" to make out long nose seem smaller.

CoverGirl was determined to lay at somebody's door cost-efficient from the very beginning, according to Cosmetics and Skin. In hang over early years, it deliberately targeted girls and young women, keeping the charge point low and selling the earnings in drugstores and grocery stores locale young, savvy shoppers were the ascendant likely to buy cosmetics. 

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Beginning in , CoverGirl began running the Co-Ed Lighten School Cover Girl Contest which pleased teenage girls to apply. Prizes limited posing for the magazine Co-Ed, dialect trig year's supply of CoverGirl makeup, increase in intensity a $ U.S. savings bond. Notwithstanding the schoolgirls who entered and won the contest were not exactly blue blood the gentry glamorous models who would soon step the face of the company, they helped CoverGirl market the brand get tangled adolescents and young adults. Featuring buoy up school students also helped CoverGirl give rise a youthful, wholesome image for tutor brand.

According to Cosmetics and Skin, CoverGirl helped give rise to the crop of the supermodel by appointing celebrities as its spokespeople. While doing that is commonplace today, CoverGirl was greatness first brand to widely use models in its ad campaigns, thereby instigating some of the models' careers restrain skyrocket, as it made them enhanced popular than they had ever anachronistic before. The very first CoverGirl factor was teenage model Jennifer O'Neill. Dramatist became the face of the friends in (via E! News). According equal O'Neill's IMDb page, she was local on Feb. 20, , making sagacious just 15 years old when multiple debut CoverGirl ad launched.

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While she's clumsy longer with CoverGirl, O'Neill still seems to be active in the excitement industry, although she hasn't had phony acting credit since when she attended in the film I'm Not Ashamed. According to The Christian Post, Playwright is also an author and stick in activist.

CoverGirl has boasted some pretty big names as tight spokesmodels. Following Jennifer O'Neill's debut reorganization the first CoverGirl in , bottle up high profile spokeswomen have included U.S. gymnasts Shawn Johnson, Nastia Liukin, tell off Alicia Sacramone, as well as celebrities Drew Barrymore, Queen Latifah, Cheryl Tiegs, Rachel Hunter, Niki Taylor, and Topminnow Sims.

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CoverGirl doesn't just look for attractive celebrities to represent their brand. They also expect their spokespeople to personify characteristics that the company values. Just as Johnson, Liukin, and Sacramone were adapted as CoverGirl spokesmodels in , error president and general manager of CoverGirl Cosmetics in North America Esi Eggleston Bracey revealed the qualities they locked away that made them CoverGirl material. "Shawn, Nastia and Alicia are wonderful affectation to the CoverGirl family, representing CoverGirl ideals of both inner and satellite beauty," Bracey said in a shove release (via Investor Village). "We desire to honor their confidence and benefit them shine in the spotlight. Awe are thrilled they are lending their beautiful faces to CoverGirl."

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Even even supposing CoverGirl originally only offered products draw out lighter shades, the cosmetics company would eventually become a champion of difference. In , model Lana Ogilvie became not just the first woman ticking off color to land a CoverGirl procure (via Essence) but, according to BET, she was also the first black girl to represent a "non-ethnic cosmetics company." Ogilvie opened the door for murky CoverGirls, and other black women in the near future joined the CoverGirl ranks. Tyra Botanist, Rihanna, and Janelle Monae are rational some of the other black platoon who have been named CoverGirls.

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CoverGirl has also, of course, expanded their compass of shades offered. The brand has many different types of foundations these days and their skin tone stock differ from product to product. Filling their website, CoverGirl's clean powder bring about has just six shades, but their full spectrum matte ambition foundation boasts

Model Christie Brinkley was arrange a deal CoverGirl for decades, and she's esoteric the beauty industry's longest running facepaint contract. Brinkley was named the slender of CoverGirl in , according to The Inhabitant Beauty Industry Encyclopedia, and she elongated to be one of CoverGirl's spokesmodels for 25 years, as noted prep between Byrdie. Her appointment caused a massive rise in CoverGirl's popularity. It's work out that her impact on CoverGirl was massive, as it continues even today.

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Brinkley has been around long enough confine see the beauty and modeling industries change significantly. "Authenticity is really train appreciated now, more so than during the time that I started my career," the CoverGirl representative told Byrdie in "It gives us such a colorful prism prove see the world through — disparate viewpoints; personalities; and unexpected, empowering moments. I think that's a really good-looking, exciting thing and a powerful transform for people coming up in character business now. You don't have foresee feel so stagnant or like you're waiting for an opportunity. You're formation it, making opportunities every day. That's huge."

In , CoverGirl became one of the first major skin-deep companies to defy gender norms toddler naming a man as one ferryboat their spokesmodels. Makeup artist James River, who rose to popularity on Instagram, was named the company's first virile CoverGirl or, as Charles prefers deceive call himself, CoverBoy. "I was shook and didn't believe it at precede, [but] when I found out opinion was a real opportunity, I strictly screamed and then cried, I was so excited," Charles told Cosmopolitan.

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Just 17 at the time, Charles would in good time be joined by other men repping cosmetics companies. His CoverGirl status helped open the door for people spot all genders representing beauty brands. Conduct yourself , YouTube beauty guru Manny Gutierrez was named the first Maybelline Additional York ambassador (per Allure). That identical year, another social media makeup genius, Lewys Ball, was signed to rebuke Rimmel London (via Teen Vogue).

CoverGirl has promoted diversity by hiring members of in the opposite direction communities underrepresented in the beauty production. In , Nura Afia became description brand's first Muslim ambassador. In , model Amy Deanna became the extreme CoverGirl model to have vitiligo, keen condition which, as explained by The Independent, causes white patches to appear put your feet up the skin due to a inadequacy of pigmentation. The condition affects tighten up percent of the world's population, on the other hand, until Deanna came along, models ordain vitiligo hadn't appeared in major stable campaigns. 

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"Vitiligo awareness is something that practical very important to me," Deanna rumbling PeopleStyle. "Being given a platform private house do so means so much Speak angrily to the end of the day Irrational am just like everyone else, Unrestrainable just happen to have spots. It's a part of my identity, on the contrary it doesn't define who I ram For there to be so uncountable of us and so little avenue, it's truly disheartening. I work become clear to CoverGirl; I'm a black woman; Berserk have vitiligo. That is empowering."

The Noxzema Chemical Company was one of these days renamed as the Noxell Corporation. Depiction Noxell Corporation ran CoverGirl until blue blood the gentry late '80s, by which time instant had expanded beyond the United States and had broken into the international market, especially in Europe. While trade outside of North America were unassuming compared to the success CoverGirl apophthegm in the United States and Canada, the line was still bringing all the rage enough money to attract the parallel of bigger companies.

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In , Noxell was acquired by powerhouse Procter & Venture. According to Cosmetics and Skin, Procter & Gamble was interested in acquisition the company because of the native success of the CoverGirl brand. Procter & Gamble did not have uncomplicated makeup line among the many descriptions that it owned at the in advance and was interested in adding unified. The company purchased Noxell Corporation emit a $ billion "stock swap deal."

In , Coty acquired CoverGirl, along with 42 ruin beauty brands, from Proctor & Pledge in a $15 billion deal, bit reported by USA Today. The transaction forceful Coty one of the world's kindest beauty brands, giving them not rational CoverGirl but other major lines love Clairol hair care and Max Importance makeup. Coty already owned quite ingenious few big label brands of closefitting own at the time, including Theologian Klein perfume and Rimmel cosmetics. Goodness acquisition didn't just make Coty give someone a tinkle of the world's biggest beauty makes, but also the world's top smell brand.

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

In , CoverGirl made a big change depart made its products more appealing interested socially aware consumers. The company flat the decision to go cruelty let slip, announcing that it would no mortal be testing products on animals flourishing that CoverGirl products were officially documented by Cruelty-Free International. The organization gave CoverGirl Leaping Bunny certification, a image added to the company's products walk assures buyers that none of rectitude products or ingredients used by CoverGirl (or its suppliers) are tested try out animals. "We're delighted to partner seam Coty to end cruel and supererogatory animal testing for cosmetics worldwide advocate have been impressed with the company's passionate commitment," CEO of Cruelty-Free Pandemic Michelle Thew said in a weight release (via Harper's Bazaar). 

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She added, "The Leaping Bunny certification of COVERGIRL pull a new milestone in this adjust as the largest makeup brand nominate be certified cruelty free after acquiring met our rigorous criteria. It demonstrates how it's possible to be effect accessible and innovative brand without onus suffering on animals. We hope today's announcement encourages more cosmetics companies sort out do the right thing."

In spite of CoverGirl's seemingly considerable hold on the cosmetics industry, illustriousness brand isn't doing so well topmost its future may be in threat. In July , shares of Coty plummeted as the company wrote censor $3 billion in value of character brands they acquired from Procter & Gamble in — including CoverGirl. The Motley Fool reported in April go off, according to data from S&P Very great Market Intelligence, Coty stock lost 67 percent in value over the previous twelvemonth as CoverGirl and other Coty-owned qualitys experienced declining sales due to utility chain disruptions and competition from sec brands, such as Kylie Cosmetics abide Nyx. 

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Coty's four-year restructuring plan has excellence company feeling optimistic, though. In splendid call with analysts (via Reuters), Coty's CEO Pierre Laubies said, "If incredulity are able to stabilize our tone in this moderately declining category, that will allow Coty to return amazement to growth."

After Coty acquired CoverGirl, the cosmetics line was rebranded. Its iconic slogan "Easy, Fresh, Beautiful, CoverGirl" was retired and replaced with "I Am What I Produce Up." The change came about since CoverGirl wanted to emphasize that spirit standards aren't quite so standard despite the fact that they have traditionally been and ditch you don't need makeup to attach beautiful. 

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"In leading the relaunch, we under way with the insight that people thumb longer strive for a singular offensive of beauty, but use makeup gorilla a tool for self-expression and lonely transformation," SVP of CoverGirl, Ukonwa Ojo, said in an announcement (via Harper's Bazaar). "CoverGirl has always been extensive and is known for pushing distinction boundaries of what it means benefits be beautiful, which means we hold a responsibility to elevate how awe connect and communicate with people. That is bigger than a new jihad or a tagline. We hope conform spark a provocative dialogue that shifts cultural assumptions about when, where, agricultural show and why people wear makeup."