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Expands color collection with natural formulations and a new lipstick line.
November 16, 2010
By: TOM BRANNA
Editor
CoverGirl is stepping up to its competitors with a variety of new products for 2011. Procter & Gamble’s leading mass market color cosmetics brand is set to debut NatureLuxe, positioned as the first luxury and natural-inspired boutique brand for the company. The collection includes a Silk Foundation and a Gloss Balm and uses natural ingredients rather than heavier-feeling synthetics, according to the company.The foundation, for example, contains hints of natural jojoba and rosehip extracts. The balm contains mango, shea and other butters. Additionally, NatureLuxe’s packaging will contain a very small amount of bioresin, which is a renewable, sustainable, sugarcane-derived plastic. The NatureLuxe advertising campaign will feature music superstar Taylor Swift. CoverGirl will also roll out a new range of lipsticks, Lip Perfection, said to improve the condition of the lips within a week. Stay tuned to Happi.com for a blog review of the product.
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