CoverGirl (brand)
From Wikipedia, the free encyclopedia
CoverGirl was founded in 1961 in Baltimore, Maryland, by the Noxzema Chemical Company (later called Noxell) and acquired by Procter & Gamble in 1989. The Noxell Company advertised this make-up line by allowing “cover girls,” fashion models that would appear on the front of magazines, to wear their products.
Originally offering only six products ("medicated face make-up," in keeping with Noxzema's product theme) it took off in 1976 due to an advertising campaign featuring Christie Brinkley. The company vastly diversified its product line, and Brinkley's contract with CoverGirl, which lasted 20 years, was the longest in the history of the modeling industry.
CoverGirl is one of the largest U.S. brands to conduct animal testing, but Procter & Gamble contends that it has been eliminated in about 80% of their products worldwide.<ref>http://www.pg.com/science/aa_commitment.jhtml</ref> CoverGirl is known also for its sponsorship for America's Next Top Model and its tagline- Easy, Breezy, Beautiful, Covergirl.
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[edit] Recent history
In 1996, Marc Pritchard “joined the cosmetic business,” and helped Proctor & Gamble sales for Cover Girl Cosmetics grow to more than one billion dollars (Marc Pritchard). Proctor & Gamble was a company that once believed that they would never understand the cosmetic business, but now Cover Girl’s quarterly share has been steadily increasing (Marc Pritchard). Cover Girl’s biggest customers are Wal-Mart and Target (Neff). Teenagers have recently placed Cover Girl into a group with other “cool” brands like Nike and Abercrombie and Fitch (Neff). With Marc Pritchard becoming part of the works behind Cover Girl Cosmetics, he came up with the marketing campaign “Easy, Breezy, Beautiful Cover Girl” (Neff). After this campaign was launched, Cover Girl Cosmetics soon became the “number one mass-market share position in the U.S., Canada and Switzerland, while also doubling its share in Mexico and substantially increasing sales in Australia” (Neff). This name brand cosmetics does not only supply make-up for America, but it also sponsors television shows. One show that it sponsors is “America’s Next Top Model” (Gates-Shannon). CoverGirl originally offered only six products ("medicated face make-up," in keeping with Noxell's product theme) it took off in 1976 due to an advertising campaign featuring Christie Brinkley. The company vastly diversified its product line, and Brinkley's contract with CoverGirl, which lasted 20 years, was the longest in the history of the modeling industry. Today, Queen Latifah is the new, fresh face of Cover Girl Cosmetics. Queen Latifah said, "I stand behind companies I believe in, and I get involved in projects where I know I can make a positive impact," in an interview with Heather Staible. During the same interview Queen Latifah also stated that with her as the new face of CoverGirl it inspires women of color along with highlighting natural beauty.
CoverGirl is one of the largest U.S. brands to conduct animal testing, but Procter & Gamble contends that it has been eliminated in about 80% of their products worldwide.<ref>Animal Alternatives. PG.com. Procter & Gamble (2006).</ref>
[edit] Competition
Cover Girl is sold primarily in drugstores, convenience stores, and supermarkets. Maybelline Cosmetics, which is owned by L'Oreal, is Cover Girl's biggest competition, as both companies target similar groups of women, and sell their products within the same price range. Examples of higher end cosmetic competitors sold within drugstores and supermarkets include Revlon, Almay, Neutrogena, L'Oreal, and Max Factor. Lower end competitors in the drugstore include NYC Comsetcis and Wet 'n' Wild Cosmetics.
[edit] Endorsers
Many successful models have represented Cover Girl Cosmetics. Super stars in the vein of Molly Sims, Faith Hill, Tyra Banks, and Queen Latifah have modelled for CoverGirl. Christie Brinkley was the first face of Cover Girl, and modelled for the company for over 20 years. Recently she was rehired to represent their Advanced Radiance Age-Defying Liquid Makeup foundation. Cover Girl has also given a $100,000 contract to the winner of five seasons of the popular modelling reality television show, America's Next Top Model. Past winners of the show include Danielle Evans, Naima Mora, and Eva Pigford.
[edit] Products & Costs
CoverGirl has had five award winning products. The face products are the Cheekers Blush that was voted best blush five years in a row and the Outlast Liquid Makeup that was voted best foundation. For the eyes, the Fantastic Lash Mascara was voted primo lash primper. The last two products were the Outlast All Day Lipcolor that was voted best selling lipcolor and the Continuous Color Nails that had been voted to be the best beauty buy. Along with these award winning products, CoverGirl has many other products at inexpensive prices. These affordable products are available at CVS, Eckerd, K-Mart, Target, Ulta, Walgreens, and Wal Mart.
Face Foundations $2.99-$5.09 Pressed powders $4.58-$5.09 Loose powders $4.69 Concealers $3.89-$18.12 Blushes $2.99-$8.99
- Award Winning—Cheekers Blush voted best blush 5 years in a row
- Award Winning--Outlast Liquid Makeup voted best foundation
Eyes Eyeshadows $2.44-$3.80 Eyeliners $2.29-$2.99 Eye pencil $3.50-$3.93 Mascaras $2.99-$6.49
- Award Winning--Fantastic Lash Mascara voted primo lash primper
Lips Lipsticks $2.79-$6.29 Lipgloss $3.50-$5.49 Lipliner $2.69-$5.89
- Best Selling Lipcolor—Outlast All Day Lipcolor
Nails Nail polish $2.80-$3.39
- Award Winning—Continuous Color Nails voted best beauty buy
Tools
Eyes Eyelash curler $3.99 Shadow applicator $2.99 3-in-1 sharpeners $2.89 Clean makeup remover $3.89
Face Sponge wedges $2.99 Powder puffs $1.99
[edit] Notes and references
<references/> 1) "Company Who We Are: History of Noxell." P&G Everyday Solutions. 8 Oct. 2006 <http://www.pg.com/company/who_we_are/noxell_history.jhtml;jsessionid=GPF2CO3XT OAPFQFIAJ1XKYWAVABHM3MK>.
2)"Marc Pritchard, President, Global Cosmetics and Personal Care, The Procter & Gamble Company." World Trade Center Institute. 8 Oct. 2006 <http://www.wtci.org/events/awards/leadership2004/pritchard.htm>.
3)Neff, Jack. "P&G Cosmetics Save Face ." Advertising Age 15 Apr. 2002: 4-43.
4)Gates-Shannon , Caroline. "Family Television Reviews." CommONsense Media. 8 Oct. 2006 <http://www.commonsensemedia.org/tv-reviews/Americas-Next-Top-Model.html>.
[edit] External link
| Procter & Gamble Co. | |
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Corporate Directors: Norman Augustine | Bruce Byrnes | R. Kerry Clark | Scott D. Cook | Joseph Gorman | A.G. Lafley | Charles R. Lee | Lynn M. Martin | W. James McNerney, Jr. | Johnathan Rodgers | John F. Smith, Jr. | Ralph Snyderman | Robert Storey | Margaret Whitman | Ernesto Zedillo | |
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Brands: Always | Ariel | Bounty | Braun | Charmin | CoverGirl | Crest | Downy | Dreft | Duracell | Fairy | Febreze | Folgers | Gillette | Head & Shoulders | Iams | Ivory | Max Factor | Olay | Old Spice | Oral-B | Pampers | Pantene | Pringles | Swiffer | Tampax | Tide | Torengos | Zest | |
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Annual Revenue: $55.4 billion USD (Image:Green Arrow Up.svg10% FY 2005) | Employees: 110,000 | Stock Symbol: NYSE: PG | Website: www.pg.com |
