COVERGIRL, CELEBRITY MAKEUP BRAND

Models are no doubt an essential when it comes to marketing cosmetics. The reasons are simple. The target audience is mostly women and hence, having some chicks endorse the product on screen does set the ball rolling for the brands. Covergirl, an American cosmetics brand , founded in 1909 in Maryland, does just that to stay on the positive side of the sales graph. Their strategy has heavily relied upon models to market their brand. To begin with, Cybill Shepherd and Jennifer O’Niell were the face of Covergirl. Cybill portrayed the ‘girl-next-door’ look thereby developing a new market of a younger generation for the product. Marc Pritchard, also devised a sponsorship campaign for Covergirl, making it a distinctive campaign. Its effect? Covergirl currently sponsors ‘America’s Next Top Model’! The other prominent personalities and Hollywood stars who have been associated with Covergirl are Drew Barrymore, Rihanna, Queen Latifah . Apart from the top names, Covergirl also made the record to become the first major cosmetic company ever to sign a black model. They signed Canadian Lana Ogilvie to represent a non-ethnic cosmetic company. This start has, of course, led to the current position, where every other cosmetic company has a list of black models endorsing their products. Brandy, Molly Sims, Faith Hill, Tyra Banks, Keri Russell are some of those luminous names who have promoted the Covergirl brand. It does show in the sales charts as they have been consistently in the green! Models are indeed a necessity for cosmetic companies.

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