Find more details in this presentation to investors from April Coty is giving CoverGirl a new look this year—with more colorful packaging and vibrant graphics that mark a return to the brand's more familiar look before Before the brand's redesign three years ago, CoverGirl's was using its iconic tagline, "Easy Breezy Beautiful," and its creative aesthetic was bright and cheery—with A-list celebrities smiling for campaign photos.
By , the tagline changed to "I am what I make up. Lots of black, with some white graphics, made the packaging "disappear" a bit, on store shelves. Happy celebs in campaign photos were swapped for more 'serious' expressions and lifestyle images. Some design elements were kept when the old look was brought back and updated—and now it's a bit more modern. Mainly, however, it is familiar and recognizable once again.
The new focus is to "epitomize healthy and carefree American beauty," Coty states. Lash Blast Mascara relaunched in December with a clean formula—without parabens, sulfates, talc, or mineral oil. Coty will also focus more on its social strategy, including Creator Content.
Coty shared its strategy that led to triple-digit growth for the product. Also two lip toners in shades: Boss Gloss and Bold Gold. Vail, Home Stories Brands Timelines Booklets. Medicated Make-up Cover Girl was formulated with some of the medicinal compounds already used in Noxzema Skin Cream — such as camphor, menthol, clove oil and eucalyptus oil — but also included the bactericides methylparahydroxybenzoate, propylparahydroxybenzoate and hexachlorophene.
Youth market As the target audience for Cover Girl was teenagers and young women, the cosmetics were packaged for sale in drug and grocery stores where most price-sensitive young women bought their cosmetics and most other Noxzema products were sold.
Cover Girl advertisement, Above: Cover Girl counter display case. Cover Girl, Promotion By , Cover Girl had achieved sales volumes well over half of the all time record for Noxzema Skin Cream, something that must have astonished the company. Above: Cover Girl Make-up by Noxzema. Above: Cover Girl Clean Make-up. Above: Cover Girl Lipsticks. Above: Cockeysville factory. Above: Cover Girl products in new packaging. Above: Cover Girl Eyes.
Above: Cover Girl make-up display stands. Cockeysville plant opened. New Products: Plus 3. Japan to market Cover Girl and Noxzema in Japan. Lipstick reformulated and repackaged. New Products: Cover Girl Nailslicks. Noxzema Chemical Company. Annual Reports Noxell Corporation.
William D. Hunt, vice president of new product development. Hexachlorophene eliminated from Cover Girl products. Press ESC to cancel. Ben Davis February 6, Who was the first CoverGirl model?
When was CoverGirl invented? Where is Cover Girl make up made? Today, the name Noxzema is mostly recognized for Noxzema Skin Cream, a medicine cabinet staple for more than half a century. According to Byrdie , Noxzema was developed in the early 20th century as a sunburn remedy. It was later found to also help alleviate itchy skin and eczema, helping to ensure that it reached mainstream success. By the s, Noxzema Skin Cream was being sold as a cleanser and cold cream, and it became a part of the nighttime skincare routines of countless people.
In the 21st century, Noxzema is still a budget beauty must-have that is widely used, although it's considered to be a bit old-fashioned these days. Even if you don't use the product yourself, though, you are still likely to find a bottle of the drugstore cold cream on your mother's nightstand. While many people often think of contouring as a modern beauty trend, it actually has deep roots. Contouring has long been used in the theater , and, as a mainstream beauty style, it was popularized by CoverGirl in the s.
CoverGirl actually used contouring as a marketing tactic. According to a CoverGirl ad via Cosmetics and Skin , people were encouraged to buy more than one shade of CoverGirl products in order to contour and, of course, increase CoverGirl's sales. People were encouraged to "use lighter shades to accentuate or bring forward features that need emphasizing" and to "use darker shades for contrast or to diminish features that may appear too prominent.
Some of CoverGirl's contouring recommendations included "blend[ing] a light shade of foundation over the jawline from ear to chin" to conceal a receding chin, and "apply[ing] darker base over the tip only" to make a long nose seem smaller. CoverGirl was determined to be cost-efficient from the very beginning, according to Cosmetics and Skin. In its early years, it deliberately targeted girls and young women, keeping the price point low and selling the products in drugstores and grocery stores where young, savvy shoppers were the most likely to buy cosmetics.
Although the schoolgirls who entered and won the contest were not exactly the glamorous models who would soon become the face of the company, they helped CoverGirl market the brand to adolescents and young adults. Featuring high school students also helped CoverGirl cultivate a youthful, wholesome image for its brand. According to Cosmetics and Skin , CoverGirl helped give rise to the era of the supermodel by appointing celebrities as its spokespeople.
While doing this is commonplace today, CoverGirl was the first brand to widely use models in its ad campaigns, thereby causing some of the models' careers to skyrocket, as it made them more popular than they had ever been before.
O'Neill became the face of the company in via E! While she's no longer with CoverGirl, O'Neill still seems to be active in the entertainment industry, although she hasn't had an acting credit since when she appeared in the film I'm Not Ashamed. CoverGirl has boasted some pretty big names as its spokesmodels. CoverGirl doesn't just look for beautiful celebrities to represent their brand.
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