CoverGirl is a cosmetics company that was founded by the Noxzema Chemical Company in 1958. Originally a line of only six products in the vein of the company’s cleansers and toners, CoverGirl has become one of the largest and most recognizable cosmetics companies in the industry. Named for the especially highly regarded models who grace the covers of magazines, CoverGirl markets to the middle class at mid to low-priced cosmetics in drug stores, rather than high-end cosmetic counters in department stores, through numerous celebrity endorsements, ubiquitous advertisements, and television sponsorships. Procter and Gamble acquired CoverGirl in 1989, and CoverGirl has become the bestselling line of face makeup in the nation. “Easy, breezy, beautiful” CoverGirl markets itself as a promoter of fresh-faced, natural beauty.
CoverGirl began with “medicated face makeup” in both liquid and pressed powder form, in three shades. Other early products included tube makeup and brush-on blushes in multiple shades. Now the company boasts a huge range of products, including face makeup, eye makeup, lipstick and lip liner, and nail polish. A far cry from their original two forms of face makeup, CoverGirl now sells more than a dozen different kinds of foundation, catering to all kinds of different needs, from oil-absorbing powders for acne-prone skin or moisturizing makeup for dry skin to wrinkle reducers and sunscreen-enhanced products. They have a similarly wide range of eye makeup, with a huge selection of mascaras for volume or length or curl or all three, eye shadows in every imaginable color, and both pencil and liquid eyeliners.
In addition to being a prominent retailer in the beauty industry, CoverGirl is also a pop culture icon thanks to its celebrity endorsements and television sponsorships. Christie Brinkley became the face of CoverGirl in 1976 and set off an explosion in the company’s popularity. Brinkley remained under contract with CoverGirl for 20 years, and this remains the longest contract in modeling history. Many of the world’s top models have served as CoverGirl spokesmodels over the years, including Molly Sims, Tyra Banks, Niki Taylor, and Cheryl Tiegs. In recent years, however, CoverGirl has turned to actresses, singers, and athletes to represent their products. Newer spokesmodels include actresses Drew Barrymore and Keri Russell, singers Faith Hill, Brandy, and Rhianna, and gymnasts Shawn Johnson, Natasia Liukin, and Alicia Sacramone. The newest addition is comedian Ellen Degeneres, lauded as a perfect example of the company’s commitment to both inner and outer beauty. The company also promotes its image through sponsorship of the popular television show America’s Next Top Model, hosted by former CoverGirl Tyra Banks. As part of her winnings, each season’s winner receives a contract with CoverGirl and becomes a spokesmodel.