CoverGirl Debuts Novel Skin Care/Cosmetic Hybrid

By Melissa Meisel, Associate Editor | January 10, 2014

P&G Beauty does it again with an innovative creation.

Three new CoverGirl perfecting balms ($8.99-$11.99) offer “a touch of magic with instant smooth in just one swipe whether you’re looking for luminous highlights, instant matte perfection or a touch of sun,” said the company.  All three balms are available in full size and mini versions.

The leading SKU is the CoverGirl truMAGIC Skin Perfector, billed as “the Ultimate Multi-tasker.” A first on the mass market, the versatile silicone-based system smoothes pores, reduces shine and can be used throughout the day for quick touchups, just like pressed powder. But with more and more consumers craving skin care-type cosmetics, this SKU is unique because it offers a softer feel in its touchup as opposed to a dry powder.

P&G Beauty Creative Director Pat McGrath “loves the soft balm touch of the truMAGIC Skin Perfector. The multifaceted product can be used as a primer alone, under or over makeup for a soft, matte finish. The oil-free formula won’t clog pores and it can be applied throughout the day for an easy touch up. It is an excellent base for foundation, as it smoothes out the texture of the skin,” she said.

Other products in the collection include a truMAGIC Luminizer and truMAGIC Sun Kisser. CoverGirl also recently rolled out the Bombshell makeup collection.

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