CoverGirl Cleans Up with Skincare Launch

The first skincare collection from Coty’s CoverGirl has received extensive support across retailers since launching in November 2021. CoverGirl's "Clean Fresh Skincare" encompasses a dry skin corrector cream, a hydrating cream cleanser, an oil-free moisturizer, a priming glow mist and a water cream. Priced from $9.98 to $19.99, depending on the retailer, the products are vegan, cruelty free and designed to improve skin texture and tone. The launch earned prime secondary merchandising space across several mass merchants on custom endcap displays. At Target, an account-specific endcap display within the beauty department positioned the SKUs as new and depicted the Target Clean icon, which the mass merchant employs to designate products that eschew common undesirable chemicals, such as formaldehyde and oxybenzone. The display also merchandised CoverGirl "Clean Fresh" lip balm and foundation, and "Lash Blast Clean" mascara. CoverGirl's Clean Fresh Skincare products continue to get the spotlight at Target through an illuminated, in-line header boasting the collection delivers “super-charged clean hydration.” At Meijer, CoverGirl skincare and cosmetic SKUs were stocked on an endcap display alongside new formulations of sister-brand Sally Hansen’s Good. Kind. Pure. plant-based nail polishes. CoverGirl's skincare SKUs earned secondary merchandising space at Walgreens through an account-specific floorstand communicating the collection had "just arrived." A Feb. 20 Instagram update from CoverGirl and e-commerce platform Gopuff also promoted the skincare products as “the fastest way to beat winter skin blues.” Coty’s in-house creative team developed is supporting the line with a bilingual ad campaign that launched on Jan. 31 with a TV spot starring Ugly Betty star America Ferrera. (See below.) "The Clean Fresh Skincare collection embodies some of my favorite elements of my beauty routine, including clean ingredients, easy-to-use products and a collection that can be found at an affordable price,” Ferrara said in a media release. CoverGirl has also promoted the launch with tutorials posted on YouTube and sponsored TikTok videos starring influencers, including @skinbyhelen and @dermangelo. Facebook, Instagram and Twitter updates support. A skincare collection was a logical route for the 60-year-old cosmetics brand, according to Andrew Stanleick, Coty executive vice president, North America. “CoverGirl is an icon in the makeup aisle with a deep heritage in skin-forward products, so breaking into the skincare category is a natural evolution for the brand,” Stanleick said in a media release. “We know consumers are more skin-aware than ever and want ingredient-conscious products at an accessible price point. CoverGirl Clean Fresh Skincare is just that, and we can’t wait to get these special formulations in the hands — and on the faces — of CoverGirl fans everywhere.”

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