Covergirl

Covergirl is an American cosmetics brand that was founded in Maryland in 1961 by the Noxzema Chemical Company. It offers a range of accessible and affordable makeup products, including foundation, mascara, lipstick, and eyeshadow. Covergirl’s slogan, “Easy, breezy, beautiful,” implies that its products give users a natural look.

The brand is known for partnering with models, actresses, and singers who appear on magazine covers to promote its products, and primarily provides a wide variety of consumer-grade cosmetics.

Covergirl products are available at drug stores, supermarkets, beauty stores, and online retailers like Amazon and Walmart.

Short history of Covergirl

Covergirl, founded in 1961 by the Noxzema Chemical Company in Maryland, is an American cosmetics brand that offers accessible, affordable, and inclusive makeup products for everyone.

Covergirl’s first product line, Clean Makeup, launched in 1961 with the nomination of America’s best cosmetic brand. The initial line included only six products, advertised as medicated face makeup due to the inclusion of Noxzema’s medicated ingredients: camphor, menthol, and eucalyptus.

Covergirl was acquired by Procter & Gamble in 1989, and later by Coty, Inc., in 2016.

In 1997, Covergirl launched the slogan, “Easy, breezy, beautiful,” which was intended to highlight the natural look the products gave to the user.

In 2017, Covergirl reinvented their brand by adopting a new strapline “I Am What I Make Up”.

What is Covergirl all about?

Covergirl celebrates authenticity, diversity, and self-expression through beauty. The brand strives to offer accessible, affordable, and inclusive products for everyone, partnering with inspirational and diverse people as faces of the brand. Covergirl’s “I Am What I Make Up” philosophy encourages people to embrace their unique identities and create any version of themselves without apology.

America Ferrera, a Covergirl ambassador, promotes a philosophy of embracing your natural beauty, no matter what.

In 2015, Covergirl’s #GirlsCan movement aimed to empower young women to overcome barriers and break boundaries.

They donated $5 million over five years to this cause, collaborating with non-profit partners such as Girls Who Code and the Soledad O’Brien + Brad Raymond Starfish Foundation.

In 2018, Covergirl became the largest makeup brand to be Leaping Bunny Certified by Cruelty-Free International, meaning its products are certified cruelty-free, regardless of where they are sold.

Also, for over 60 years, Covergirl centres its brand on the idea of discovering unique talent and fresh perspectives to help people realize their dreams.

What do they have to offer?

Covergirl offers a variety of makeup products across different categories, including face, eyes, and lips, as well as skincare products.

A range of foundations for different skin types and desired coverage levels are available, including Clean Invisible Foundation, Simply Ageless Foundation, and TruBlend Liquid Foundation.

Face powders are available in various forms, such as pressed powder and loose powder, with options like Clean Invisible Pressed Powder and TruBlend Pressed Powder. Powder highlighters can be used to highlight the cheekbones and brow bones.

Blushes are available in shades ranging from soft pinks to vibrant corals.

Eyeshadow palettes and sticks are available in various shades and kits, and different mascara formulas are offered to boost lash volume and length, including waterproof options.

Pencils and powders are available to fill, define, and perfect brows, and many different eyeliners are available, including micro-eye pencils.

Various lipstick options are on offer for different looks, including matte and cream finishes, such as Exhibitionist Lipstick and Exhibitionist Ultra Matte Lipstick, the Outlast line features lip stains for long-lasting colour, and options like Clean Fresh Yummy Gloss are included for a dewy look.

Lip liners are available in different shades, such as Exhibitionist Lip Liner.

Cleansers include the Clean Fresh Skincare Hydrating Cream Cleanser, moisturizer options include Clean Fresh Skincare Weightless Water Cream and Clean Fresh Skincare Mattifying Oil-Free Moisturizer, and primers include the Clean Fresh Skincare Color Correcting Serum Moisturizer Primer and Clean Fresh Skincare Priming Glow Mist.

What is the user experience like?

The Covergirl website has a user-friendly interface with options to shop for products and find the perfect shade using the virtual try-on feature.

The site heavily utilizes visuals, showcasing products through high-quality images and videos.

The website is structured to allow easy navigation through product categories, and Product pages provide detailed information, including descriptions, ingredients, and shade options. This is crucial for makeup, where visual representation is essential.

There is a virtual try-on feature to find your perfect shade before purchasing Covergirl products. You can use your phone or laptop camera to see how each shade looks on your skin by clicking ‘MATCH MY SHADE’ while browsing.

The website also provides makeup tips and tutorials.

Generally, the user interface aims to bridge the gap between online and in-store makeup shopping by providing interactive tools and informative content.

Covergirl is active on social media platforms such as Instagram, TikTok, Facebook and YouTube. The brand uses the hashtag #COVERGIRLMADE to encourage customers to share their looks for a chance to be featured on Covergirl’s social channels.

The brand has partnered with social media influencers and showcased beauty looks created by them in displays, along with tips on how to recreate the looks.

What are the prices like?

Covergirl products range in price, but they mostly cost between $5 and $20. Clean Invisible Foundation costs $6.88, Eye Enhancer 3D Mascara costs $7.98, Outlast Lipstain costs $8.98, Simply Ageless Skin Perfector Essence costs $12.99, Clean Fresh Yummy Gloss Plumper costs $7.52, Exhibitionist Lipstick Cream costs $7.79, and Lash Blast Volume Mascara costs $9.49.

Since the prices are from retailers, it is advisable to check out the site frequently, as the items can be sold out, and different prices may occur.

What are their shipping options?

Covergirl doesn’t ship or deliver, because they are offered in various retailers, such as Amazon, Walmart, Target etc. It is best to check out the site and check the options.

Conclusion!

Covergirl has been around since 1961, providing accessible, affordable, and inclusive beauty products. Cruelty-Free International has certified the brand as cruelty-free by approving it as Leaping Bunny.

The site aims to create a seamless and visually appealing experience for its customers, reflecting the brand’s image and effectively promoting its products.

Customers appreciate the variety of products offered, as well as the colours and coverage, but they should be aware of possible changes in the formulas and difficulties with customer service.