Marie Redding, Senior Editor04.26.21
Coty recently revealed its long-term strategy, including lots of upcoming changes, and explained what's in store for many of its brands—including CoverGirl.
CoverGirl is celebrating its 60th anniversary this year by going back to its roots—and enticed 90s supermodel Niki Taylor to return as the face of the brand, after more than two decades. Taylor worked for the brand from 1992 through 2000.
Taylor stars in CoverGirl's new Simply Ageless campaign for its anti-aging foundation makeup. She told Harper's Bazaar, "I love how things come full circle." Back in the 90s, Taylor was the youngest model ever to get a CoverGirl contract.
Coty describes the new campaign as a cost-efficient "selfie shot beauty ad."
CoverGirl's Simply Ageless franchise leads the 'Skinification' trend, Coty recently stated, during this presentation to investors. The company has plans to elevate its "skincare-powered makeup" franchise.
The 'Magnificent 8'
Coty also reveals it will focus on the brand's "Magnificent 8"—the eight product lines that represent approximately 70% of CoverGirl's business, according to Nielsen.Listed from highest to lowest, they are:
- Clean (17%)
- Lash Blast (14%)
- True Blend (10%)
- Simply Ageless (9%)
- Exhibitionist (7%)
- Outlast (7%)
- Perfect Point (5%)
- Eye Enhancer (2%)
- All Others (29%)
'This Will Be the Brand To Bring Clean Beauty To All'
Coty reports that CoverGirl's Clean portfolio is the reason for the brand's successful eCommerce strategy during 2020, especially on Amazon.Coty credits the success of CoverGirl's Clean Fresh Face Makeup and Lash Blast Clean Mascara with propelling the company upward—to become the number two player in 'clean' cosmetics.
"This will be the brand that brings clean beauty to all," Coty stated, saying that it is time for CoverGirl to get a fresh start—"returning to the blue skies and fresh air that first made her famous, and which America is longing for after a year of being inside."
CoverGirl also redesigned its packaging—stay tuned for more updates.
