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‘Ms. Irrelevant’ features some of the lowest-ranked women in professional sports to celebrate resilience and showcase the foundation in action.
Cover FX has unveiled a new campaign reintroducing its hero Total Cover Cream Foundation while championing overlooked athletes.
Inspired by “Mr. Irrelevant,” – the last pick of the NFL draft – the campaign called “Ms. Irrelevant” spotlights a diverse group of professional athletes, including NWSL’s Talia Gabarra (14th pick in the fourth round, last pick of the draft); WTA’s Solymar Colling (WTA Ranking: 1,310); and WNBA’s Angel Jackson (36th pick in the third round, last pick of the draft).
While most brands focus on No. 1 draft picks, Hall of Famers and MVPs as ambassadors, Cover FX is celebrating the underdog. These athletes exemplify they sweat just as much, regardless of rank or league status, per the brand.
“At Cover FX, we are dedicated to a skin-first approach so conducting a sweat evaluation clinical test on our Total Cover Cream Foundation in anticipation of the summer season was a no-brainer,” said Sara Mitzer, vice president of marketing at AS Beauty. “We were excited to make this bold announcement by challenging industry norms through creative casting by spotlighting Talia, Solymar, and Angel. We believe that everyone, regardless of their rank or status, deserves to be celebrated. By highlighting the journeys of these incredible athletes, we can connect with a broader audience and strengthen our brand’s position in the market.”
To celebrate the “Ms. Irrelevant” campaign, Cover FX unveiled a video featuring all three athletes that combines impactful, emotional storytelling with clinical expertise and product narrative to engage and inform consumers. In the video, the professional athletes apply Total Cream Cover Foundation and put it to the ultimate sweat test, showing how it holds up against perspiration.
Additionally, Cover FX conducted a third-party lab-controlled sweat test where 15 minutes after the foundation was applied, a dermatologist evaluated that none of the 55 panelists – varying from different ages and genders – presented with any skin alteration related to the appearance of the foundation.
The campaign will appear on CoverFX.com, Instagram, TikTok and YouTube as part of a digital-first marketing strategy. Cover FX products are currently available online on CoverFX.com and Amazon.
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