CoverGirl (brand)
Encyclopedia
COVERGIRL is an American
cosmetics
brand founded in 1960 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 women's magazines, to wear its products. COVERGIRL makes up for lack of direct individual customer service by providing a wide variety of cosmetics available at reasonable prices.
In 1962, 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 "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 1985 due to an advertising campaign featuring supermodel
Christie Brinkley
.
, Ellen DeGeneres
, Dania Ramirez
, Christobelle Grierson-Ryrie
, Rihanna
, Queen Latifah
, and Taylor Swift
, 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. Over a decade ago, Procter & Gamble's Beauty & Grooming businesses discontinued testing on animals and committed itself to developing non-animal alternative methods to ultimately permit the elimination of animal testing.
Procter & Gamble Company, owner of COVERGIRL products, recently launched "Clean Makeup for Clean Water", a charitable program aimed toward providing clean drinking water to places and people in need.
Diana Ramirez is the newest spokesmodel for COVERGIRL's Clean Makeup Sensitive formula that is 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, that provided 50 million liters of drinking water to children across the world.
Cosmetics (owned by L'Oréal), is COVERGIRL's biggest competition, as both companies market to similar groups of consumers, and sell their products at similar prices. Examples of more expensive cosmetic competitors sold in drugstores and supermarkets include Revlon
, Almay
, Neutrogena
, L'Oréal
, and Max Factor
, (Max Factor is the sister company of COVERGIRL). Less expensive competitors in drugstores include NYC Cosmetics and Wet 'n' Wild Cosmetics.
became the first black woman to represent a non-ethnic cosmetics company, and opened the door for traditionally Caucasian-focused brands to embrace different cultures and ethnicities in their brand. Today most major brands have one or more black models or celebrities under contract.
, Brandy
, Molly Sims
, Faith Hill
, Queen Latifah
, Rihanna
, Keri Russell
, Taylor Swift
, Carrie Tivador, Dania Ramirez
, and Drew Barrymore
. Because of Jennifer O'Neill
's successful thirty-year relationship with COVERGIRL as spokeswoman, her face has become widely recognized as the face of COVERGIRL.
Christie Brinkley
modelled for the company for over 20 years, the longest running cosmetics contract of any model in history. Recently she was rehired to represent their Advanced Radiance Age-Defying Liquid Makeup foundation. Also, Daniel Harris of Round Rock Texas, became the first male model, and talk show host Ellen DeGeneres
has been featured as the model for "Simply Ageless" cosmetic products. Recently, COVERGIRL has contracted American gymnasts Alicia Sacramone
, Shawn Johnson
and Nastia Liukin
to represent COVERGIRL, the first athletes to do so. COVERGIRL has also given a $100,000 contract to the winners of Cycle 3 through 17 of the popular modeling reality television show, America's Next Top Model
, making Eva Pigford, Naima Mora
, Nicole Linkletter
, Danielle Evans
, CariDee English
, Jaslene Gonzalez
, Saleisha Stowers
, Whitney Thompson
, McKey Sullivan
, Teyona Anderson
, Nicole Fox
, Krista White
, Ann Ward
, and Brittani Kline
official Covergirls.
In 2011, Paula Patton
, Jessica Stam
, and Sofia Vergara
were named the new faces of CoverGirl.
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
cosmetics
Cosmetics
Cosmetics are substances used to enhance the appearance or odor of the human body. Cosmetics include skin-care creams, lotions, powders, perfumes, lipsticks, fingernail and toe nail polish, eye and facial makeup, towelettes, permanent waves, colored contact lenses, hair colors, hair sprays and...
brand founded in 1960 in Maryland
Maryland
Maryland is a U.S. state located in the Mid Atlantic region of the United States, bordering Virginia, West Virginia, and the District of Columbia to its south and west; Pennsylvania to its north; and Delaware to its east...
, by the Noxzema Chemical Company
Noxell Corporation
Noxell Corporation was a Maryland-based company that made the famous Noxzema skin cream. Procter & Gamble acquired the brand in 1989.Noxzema and CoverGirl were the most famous products made by Noxell. Since 1914, Noxzema has been sold in a small blue jar. Noxzema contains camphor, menthol, and...
(later called Noxell) and acquired by Procter & Gamble
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
in 1989. The Noxell Company advertised this cosmetics line by allowing "cover girls", fashion models who appear on the front cover of women's magazines, to wear its products. COVERGIRL makes up for lack of direct individual customer service by providing a wide variety of cosmetics available at reasonable prices.
Early history
Jennifer O'Neill
-Early life:O'Neill was born in Rio de Janeiro, Brazil, the daughter of a famous Spanish-Irish dental supply import/export businessman, Oscar D' O'Neill and his English wife. As a teenager, O'Neill worked as a fashion model and appeared in television commercials and on magazine covers before moving...
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
Cybill Shepherd
Cybill Lynne Shepherd is an American actress, singer and former model. Her best known roles include starring as Jacy in The Last Picture Show, as Betsy in Taxi Driver, as Madeleine Spencer in Psych, as Maddie Hayes on Moonlighting, as Cybill Sheridan on Cybill, and as Phyllis Kroll on The L...
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, 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 1985 due to an advertising campaign featuring supermodel
Supermodel
The term supermodel refers to a highly-paid fashion model who usually has a worldwide reputation and often a background in haute couture and commercial modeling. The term became prominent in the popular culture of the 1980s. Supermodels usually work for top fashion designers and labels...
Christie Brinkley
Christie Brinkley
Christie Brinkley is an American model and actress best known for her three consecutive appearances on the cover of the Sports Illustrated Swimsuit Issue in the late 1970s and early 1980s, for her long-running contract with CoverGirl, the longest ever of any model in history, and for her marriage...
.
Recent history
Also representing COVERGIRL are Drew BarrymoreDrew Barrymore
Drew Blyth Barrymore is an American actress, film director, screenwriter, producer and model. She is a member of the Barrymore family of American actors and granddaughter of John Barrymore. She first appeared in an advertisement when she was 11 months old. Barrymore made her film debut in Altered...
, Ellen DeGeneres
Ellen DeGeneres
Ellen Lee DeGeneres is an American stand-up comedienne, television host and actress. She hosts the syndicated talk show The Ellen DeGeneres Show, and was also a judge on American Idol for one year, having joined the show in its ninth season....
, Dania Ramirez
Dania Ramirez
Dania Ramirez is a Dominican-American TV and film actress.She is most recently known for playing Alex in Entourage, Maya Herrera in Heroes and Blanca during the last season of The Sopranos. She also played antagonist Callisto in X-Men: The Last Stand.-Early life:Ramirez was born in Santo Domingo,...
, Christobelle Grierson-Ryrie
Christobelle Grierson-Ryrie
Christobelle Grierson-Ryrie, is a New Zealand fashion model who won New Zealand's Next Top Model, Cycle 1 on 5 June 2009.-Early life:...
, Rihanna
Rihanna
Robyn Rihanna Fenty , better known as simply Rihanna, is a Barbadian recording artist. Born in Saint Michael, Barbados, Rihanna moved to the United States at the age of 16 to pursue a recording career under the guidance of record producer Evan Rogers...
, Queen Latifah
Queen Latifah
Dana Elaine Owens , better known by her stage name Queen Latifah, is an American singer, rapper, and actress. Her work in music, film and television has earned her a Golden Globe award, two Screen Actors Guild Awards, two Image Awards, a Grammy Award, six additional Grammy nominations, an Emmy...
, and Taylor Swift
Taylor Swift
Taylor Alison Swift is an American country pop singer-songwriter, musician and actress.In 2006, she released her debut single "Tim McGraw", then her self-titled debut album, which was subsequently certified multi-platinum by the Recording Industry Association of America...
, 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. Over a decade ago, Procter & Gamble's Beauty & Grooming businesses discontinued testing on animals and committed itself to developing non-animal alternative methods to ultimately permit the elimination of animal testing.
Procter & Gamble Company, owner of COVERGIRL products, recently launched "Clean Makeup for Clean Water", a charitable program aimed toward providing clean drinking water to places and people in need.
Diana Ramirez is the newest spokesmodel for COVERGIRL's Clean Makeup Sensitive formula that is 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, that provided 50 million liters of drinking water to children across the world.
Competition
COVERGIRL is sold primarily in drugstores, convenience stores, and supermarkets. MaybellineMaybelline
Maybelline is an American makeup brand sold worldwide and owned by L'Oréal. Their motto is Maybe she's born with it. Maybe it's Maybelline.-History:...
Cosmetics (owned by L'Oréal), is COVERGIRL's biggest competition, as both companies market to similar groups of consumers, and sell their products at similar prices. Examples of more expensive cosmetic competitors sold in drugstores and supermarkets include Revlon
Revlon
Revlon is an American cosmetics, skin care, fragrance, and personal care company founded in 1932.-History:Revlon was founded in the midst of the Great Depression, 1932, by Charles Revson and his brother Joseph, along with a chemist, Charles Lachman, who contributed the "L" in the Revlon name...
, Almay
Almay
Almay is a cosmetics brand owned by Revlon, along with other brands including Revlon, Ultima II, ColorStay, Flex, New Complexion, Revlon Age Defying, and Charlie.- History :...
, Neutrogena
Neutrogena
Neutrogena is an American brand of premium-priced skin care, hair care and cosmetics, that is headquartered at Los Angeles, California. According to product advertising at their website, Neutrogena products are distributed in more than 70 countries....
, L'Oréal
L'Oréal
The L'Oréal Group is the world's largest cosmetics and beauty company. With its registered office in Paris and head office in the Paris suburb of Clichy, Hauts-de-Seine, France, it has developed activities in the field of cosmetics...
, and Max Factor
Max Factor
Max Factor & Company is a cosmetics company, founded during 1909 by Maksymilian Faktorowicz , Max Factor, a Polish-Jewish cosmetician. Max Factor & Company was a related, two-family, multi-generational international cosmetics company before its sale in 1973 for $500 million dollars...
, (Max Factor is the sister company of COVERGIRL). Less expensive competitors in drugstores include NYC Cosmetics and Wet 'n' Wild Cosmetics.
Lana Ogilvie
In 1992, Cover Girl became the first major cosmetic company to sign a black model to an exclusive contract. Canadian Lana OgilvieLana Ogilvie
Lana Ogilvie is a Canadian fashion model. Ogilvie is best known as a model for the CoverGirl cosmetics brand. She was the first non-white model to be given a contract with CoverGirls. She was frequently paired with Rachel Hunter, as in a television advertisement where they climb a desert sand...
became the first black woman to represent a non-ethnic cosmetics company, and opened the door for traditionally Caucasian-focused brands to embrace different cultures and ethnicities in their brand. Today most major brands have one or more black models or celebrities under contract.
Celebrities
Many successful models have represented COVERGIRL Cosmetics, including Tyra BanksTyra Banks
Tyra Lynne Banks is an American model, media personality, actress, occasional singer, author and businesswoman. She first became famous as a model, but television appearances were her commercial breakthrough...
, Brandy
Brandy Norwood
Brandy Rayana Norwood , known professionally as Brandy, is an American singer-songwriter, producer, actress, and dancer. In 2009, she introduced her rap alter-ego Bran'Nu....
, Molly Sims
Molly Sims
Molly Sims is an American model and actress. Sims is known for her appearances in the Sports Illustrated Swimsuit Issues and her role as Delinda Deline in the NBC drama Las Vegas. She is also an ambassador for Operation Smile...
, Faith Hill
Faith Hill
Faith Hill is an American country singer. She is known both for her commercial success and her marriage to fellow country star Tim McGraw. Hill has sold more than 40 million records worldwide and accumulated eight number-one singles and three number-one albums on the U.S...
, Queen Latifah
Queen Latifah
Dana Elaine Owens , better known by her stage name Queen Latifah, is an American singer, rapper, and actress. Her work in music, film and television has earned her a Golden Globe award, two Screen Actors Guild Awards, two Image Awards, a Grammy Award, six additional Grammy nominations, an Emmy...
, Rihanna
Rihanna
Robyn Rihanna Fenty , better known as simply Rihanna, is a Barbadian recording artist. Born in Saint Michael, Barbados, Rihanna moved to the United States at the age of 16 to pursue a recording career under the guidance of record producer Evan Rogers...
, Keri Russell
Keri Russell
Keri Lynn Russell is an American actress and dancer. After appearing in a number of made-for-television films and series during the mid-1990s, she came to fame for portraying the title role of Felicity Porter on the series Felicity, which ran from 1998 to 2002, and for which she won a Golden Globe...
, Taylor Swift
Taylor Swift
Taylor Alison Swift is an American country pop singer-songwriter, musician and actress.In 2006, she released her debut single "Tim McGraw", then her self-titled debut album, which was subsequently certified multi-platinum by the Recording Industry Association of America...
, Carrie Tivador, Dania Ramirez
Dania Ramirez
Dania Ramirez is a Dominican-American TV and film actress.She is most recently known for playing Alex in Entourage, Maya Herrera in Heroes and Blanca during the last season of The Sopranos. She also played antagonist Callisto in X-Men: The Last Stand.-Early life:Ramirez was born in Santo Domingo,...
, and Drew Barrymore
Drew Barrymore
Drew Blyth Barrymore is an American actress, film director, screenwriter, producer and model. She is a member of the Barrymore family of American actors and granddaughter of John Barrymore. She first appeared in an advertisement when she was 11 months old. Barrymore made her film debut in Altered...
. Because of Jennifer O'Neill
Jennifer O'Neill
-Early life:O'Neill was born in Rio de Janeiro, Brazil, the daughter of a famous Spanish-Irish dental supply import/export businessman, Oscar D' O'Neill and his English wife. As a teenager, O'Neill worked as a fashion model and appeared in television commercials and on magazine covers before moving...
's successful thirty-year relationship with COVERGIRL as spokeswoman, her face has become widely recognized as the face of COVERGIRL.
Christie Brinkley
Christie Brinkley
Christie Brinkley is an American model and actress best known for her three consecutive appearances on the cover of the Sports Illustrated Swimsuit Issue in the late 1970s and early 1980s, for her long-running contract with CoverGirl, the longest ever of any model in history, and for her marriage...
modelled for the company for over 20 years, the longest running cosmetics contract of any model in history. Recently she was rehired to represent their Advanced Radiance Age-Defying Liquid Makeup foundation. Also, Daniel Harris of Round Rock Texas, became the first male model, and talk show host Ellen DeGeneres
Ellen DeGeneres
Ellen Lee DeGeneres is an American stand-up comedienne, television host and actress. She hosts the syndicated talk show The Ellen DeGeneres Show, and was also a judge on American Idol for one year, having joined the show in its ninth season....
has been featured as the model for "Simply Ageless" cosmetic products. Recently, COVERGIRL has contracted American gymnasts Alicia Sacramone
Alicia Sacramone
Alicia Marie Sacramone is an American artistic gymnast.Sacramone began gymnastics at the age of eight, began competing in the elite ranks in 2002 and joined the U.S. national team in 2003. At US National Championships from 2004 to 2008, she won twelve medals, including four golds on vault and two...
, Shawn Johnson
Shawn Johnson
Shawn Machel Johnson is an American artistic gymnast. She was the 2008 Olympic balance beam gold medalist and all-around, and floor exercise silver medalist, the 2007 all-around World Champion, and the 2007 and 2008 U.S. all-around champion...
and Nastia Liukin
Nastia Liukin
Anastasia Valeryevna "Nastia" Liukin is a Russian-American artistic gymnast. She was the 2008 Olympic individual all-around Champion, the 2005 and 2007 World Champion on the balance beam, and the 2005 World Champion on the uneven bars...
to represent COVERGIRL, the first athletes to do so. COVERGIRL has also given a $100,000 contract to the winners of Cycle 3 through 17 of the popular modeling reality television show, America's Next Top Model
America's Next Top Model
America's Next Top Model is a reality television show in which a number of women compete for the title of America's Next Top Model and a chance to start their career in the modeling industry....
, making Eva Pigford, Naima Mora
Naima Mora
Naima Mora is an American fashion model and the winner of Cycle 4 of America's Next Top Model.-Early life:Naima Mora was born on March 1, 1984 in Detroit, Michigan, the daughter of African American, talented jazz vocalist and entrepreneur Theresa Mora & Mexican jazz percussionist Francisco Mora...
, Nicole Linkletter
Nicole Linkletter
Nicole Linkletter is an American fashion model, winner of Cycle 5 of America's Next Top Model.-America's Next Top Model:Linkletter appeared in Cycle 5 of the show after auditioning for the show at the Mall of America...
, Danielle Evans
Danielle Evans
Danielle "Dani" Evans is an American fashion model. In May 2006, she won Cycle 6 of America's Next Top Model...
, CariDee English
CariDee English
CariDee English is an American fashion model and TV personality who won Cycle 7 of America's Next Top Model in December 2006. Her prize was a $100,000 contract with CoverGirl Cosmetics, a modeling contract with Elite Models, and a six-page fashion editorial and cover for Seventeen magazine...
, Jaslene Gonzalez
Jaslene Gonzalez
Jaslene Gonzalez is a Puerto Rican American model, television host, and winner of Cycle 8 of America's Next Top Model.-Biography:...
, Saleisha Stowers
Saleisha Stowers
Saleisha Stowers , is an American model and the winner of ninth cycle of America's Next Top Model.-Early life and modeling career:...
, Whitney Thompson
Whitney Thompson
Whitney Thompson is an American fashion model and is the winner of the tenth cycle of America's Next Top Model.-Early life:...
, McKey Sullivan
McKey Sullivan
Brittany "McKey" Sullivan is an American fashion model most notable as the winner of the eleventh cycle of America's Next Top Model.-Early life:...
, Teyona Anderson
Teyona Anderson
Teyona Anderson is an American fashion model, and the winner of America's Next Top Model, Cycle 12.-America's Next Top Model:...
, Nicole Fox
Nicole Fox
Nicole Fox is an American artist and fashion model, best known as the winner of Cycle 13 of America's Next Top Model.-Biography:...
, Krista White
Krista White
Krista White is an American fashion model, best known as the winner of Cycle 14 of America's Next Top Model. As part of her win, she is now signed with Wilhelmina Models, has a $100,000 contract with Covergirl, and will be on the cover of Seventeen Magazine.- Early life :Krista White was born in...
, Ann Ward
Ann Ward
Ann Ward Is an American fashion model, best known as the winner of Cycle 15 of America's Next Top Model.-Early life:Ann Ward originally came from the Dallas, Texas. She graduated from Prosper High School in Prosper, Texas in 2009...
, and Brittani Kline
Brittani Kline
Brittani Kline is an American fashion model, best known as the winner of Cycle 16 of America's Next Top Model.-Biography:...
official Covergirls.
In 2011, Paula Patton
Paula Patton
Paula Maxine Patton is an American actress. She is mostly known for her appearances in the films Idlewild , Déjà Vu , Mirrors , Swing Vote , Precious , Just Wright , and Jumping the Broom .-Early life and career:Patton was born in Los Angeles, to Joyce , a European-American...
, Jessica Stam
Jessica Stam
Jessica Stam is a Canadian model. She is considered to be part of the crop of models described as "doll faces" alongside Gemma Ward, Sasha Pivovarova, Vlada Roslyakova, Lily Cole, Caroline Trentini, Devon Aoki, and Heather Marks...
, and Sofia Vergara
Sofía Vergara
Sofía Margarita Vergara Vergara is a Colombian actress, comedian, television hostess and model.Vergara had been widely known for co-hosting two TV shows for Univisión in the late 1990s. Her TV career opened up for her a window of exposure to North American audiences prior to her first notable...
were named the new faces of CoverGirl.
External links
- COVERGIRL brand homepage
- http://query.nytimes.com/gst/fullpage.html?res=9E0CE7DC1738F937A15756C0A964958260&pagewanted=all