In 1958, Noxzema Chemical Company introduced COVERGIRL makeup in test market.
In 1961, COVERGIRL makeup launched nationally with Clean Liquid Makeup.
From 1962-1967, COVERGIRL rose to number on in unit sales among all liquid make-ups. New items were added to the collection at that time including loose powder, lipstick and blush. Since COVERGIRL’s introduction in 1961, COVERGIRL has helped launch numerous modeling careers and has been linked to many famous faces — from Cheryl Tiegs and Cybill Shepherd (70s) to Jennifer O’Neill, Maggie Eckhart (64), Geraldine Peterson (65), Renee Jeffus (89), and even Christie Brinkley, Rachel Hunter and others.
In 1997, the infamous campaign slogan, “Easy, Breezy, Beautiful…” debuted which helped solidify COVERGIRLs equity: clean, fresh, natural and approachable. In more recent years, COVERGIRL launched the iconic LashBlast Mascara (2007) and a dynamic set of well-known spokespeople including Queen Latifah, Ellen DeGeneres and Drew Barrymore.
COVERGIRL Award Winners
Outlast Lipstain-Shape Magazine: Shape of Beauty 2009
LashBlast Volume Blasting Mascara-Shape Magazine: Shape of Beauty 2009, Cosmopolitan Magazine: Best Mascara
TRUblend Liquid Makeup-Brides Magazine: 2009 Beauty Award Winner/Featured: May/June 2009
COVERGIRL and Olay Simply Ageless Sculpting Blush-CEW Beauty Award 2010: 2010 Beauty Insider’s Choice Winner
LineExact Liquid Liner-ELLE Beauty Seal: World’s Best Beauty Products Award
SmokyShadowBlast-CEW Beauty Award 2010: 2010 Beauty Insider’s Choice Winner
Outlast Smoothwear All-Day Lipcolor-Brides Magazine: 2009 Beauty Award Winner for Best Long Wearing Lipcolor
WetslicksAmazemint Lipgloss-ELLE Beauty Seal: World’s Best Beauty Products Award
COVERGIRL and Olay Simply Ageless Foundation-Fitness Magazine: 2009 Fitness Beauty Award Winner for Best Base