Fragrance house

Covergirl

Covergirl was nationally launched in 1961 by Noxell Corporation as medicated makeup developed from Noxzema’s product and marketing heritage. Its original concept combined a medicated claim with mass-market distribution and advertising featuring American and international fashion models. The brand’s advertising identity evolved from a refined, fashion-oriented image in the late 1950s and 1960s to a “girl next door” Clean Make-up focus in the 1970s, followed in the 1980s by broader representation of African-American, Hispanic, and working women. Carolyn Oelbaum selected the name “Cover Girl,” while Noxell advertising director Bill Grathwohl connected it to blemish coverage and fashion-model glamour. Coty completed its merger with P&G’s Specialty Beauty Business on October 3, 2016, placing Covergirl in Coty’s Consumer Beauty portfolio. In October 2017, Coty announced a major Covergirl reinvention centered on “I Am What I Make Up,” with authenticity, diversity, self-expression, a new logo, and revised communications. In 2018, Covergirl became the largest makeup brand to receive Leaping Bunny approval from Cruelty Free International. Today, it is an American makeup brand focused on authenticity, diversity, self-expression, and discovering talent and voices through beauty.