Cover Girl Enters Skin Care Category

Mass market makeup brand Cover Girl is entering the skin care category. Cover Girl, owned by Coty, has tapped Actress America Ferrera as the face of its skin care business. The move comes amid momentum for Cover Girl. According to Coty executives, the brand has posted market share gains for 14 consecutive weeks. The CoverGirl Clean Fresh Skincare line is available today. 

“When we announced our partnership with America Ferrera in the fall, we knew she would perfectly personify the Clean Fresh Skincare collection,” said Stefano Curti, chief brands officer, consumer beauty, Coty. “America encourages everyone to embrace their authenticity and forge their own individual paths, which is why she was the perfect ambassador for CoverGirl's newest accessible and inclusive innovation—Clean Fresh Skincare. It's a clean, vegan skincare line that brings ingredient-conscious products to everyone and proves that clean beauty doesn’t have to come with prestige prices for an audience of consumers who may not have previously been able to diversify their beauty routine in this way.”

Ferrera, a Latino, is expected to connect with the fast-growing Hispanic consumer category. According to Coty, 20% of the US population is Hispanic and it is the youngest and fast-growing segment. Even better, 80% of them buy beauty products at least once a month.

“I’m over the moon that my journey as a Cover Girl is beginning with the launch of the new Clean Fresh Skincare collection,” said Ferrara in a statement. “Since I was 17, wearing makeup has been part of my job. Skin care on the other hand, is something I came to love on my own and it’s really become my beauty priority. When I’m not working, I love to have bare skin that’s healthy and beautiful all on its own.”