The products of the line are still in production, and continue changing as new ideas come along. This eventually led to an increase of sales, and a larger audience of teenage girls was effectively targeted. In 1997, CoverGirl launched what is now the famous slogan, "Easy, breezy, beautiful." This was meant to imply the products would give the user a natural look. Sales of the line increased during 1985 due to an advertising campaign featuring supermodel Christie Brinkley. These advertisements established the "girl-next-door" look that CoverGirl would become associated with. In contrast to the "made-up" looking fashion models of the late 1960s, Shepherd demonstrated a fresh, wholesome look, appealing to a younger consumer's taste. Cybill Shepherd was one of CoverGirl's earliest models, appearing in several print and television advertisements for the brand. Her unprecedented thirty-year endorsement of the product catapulted CoverGirl into being the top-selling makeup line in the country. In 1963, model (and later, actress) Jennifer O'Neill signed on as CoverGirl spokeswoman at the age of fifteen, appearing in both print and television advertising that year. Originally offering only six products, it was advertised as being a "medicated face makeup" as it used Noxzema's medicated ingredients of camphor, menthol, and eucalyptus. It was nominated as America's best cosmetic brand. CoverGirl primarily provides a wide variety of consumer-grade cosmetics.ĬoverGirl's first product line, Clean Makeup, launched in 1961. The Noxell Company advertised this cosmetics line by allowing "cover girls", models, actresses, and singers who appear on the front cover of women's magazines, to wear its products. It was acquired by Procter & Gamble in 1989, and later acquired by Coty, Inc. CoverGirl is an American cosmetics brand founded in Maryland, United States, by the Noxzema Chemical Company.
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