You can be what you can see — early success of COVERGIRL repositioning itself featured with America Fererra
“We are about to change beauty for good! To be better, healthier. For me, for them, for us, for our planet!”
said America Ferrera in her debut of COVERGIRL campaign for Clean Fresh Skincare. The Latina actress is an award-winning actor, director and producer known for her breakthrough role as “Betty Suarez” on ABC’s hit comedy, Ugly Betty.
COVERGIRL is a beloved American brand encouraging authenticity, diversity and self-expression through beauty. Born in 1961, COVERGIRL offers accessible, affordable, and inclusive products for customers. Through the years, the brand has named diverse and boundary-pushing ambassadors over the years such as Queen Latifah, Rihanna, Zendaya and now, America Ferrera. In 2018, COVERGIRL became the largest makeup brand to be Leaping Bunny Approved by Cruelty-Free International, which means all of their products are certified cruelty free, no matter where they are sold.
The new skincare collection is part of the company’s vision of changing beauty for good; while making it accessible to everyone. According to the brand, America embodies everything that a modern COVERGIRL is today, and she has a clear point of view on beauty and skincare, which reflects the brand’s ambitions and the Clean Fresh Skincare collection perfectly.
“When we announced our partnership with America Ferrera in the fall, we knew she would perfectly personify the Clean Fresh Skincare collection. 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.” said Stefano Curti, Chief Brands Officer, Consumer Beauty, at Coty, home to the COVERGIRL brand.
“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.” Stefano added.
Started October,2017, COVERGIRL launched its new brand mission strategy. “Easy, Breezy, Beautiful” was out and “I Am What I Make Up” was in. The new brand was more than a slogan or voice message. “The new COVERGIRL positioning is an importance example of Coty’s purpose to celebrate and liberate the diversity of beauty.
“Beauty should make people happy, and when we champion individuality and self-expression, that’s when we see its true power.” said Laurent Kleitman, president of Coty Consumer Beauty. The repositioning program has come to an early success as in COVERGIRL’s transformation take hold with consumers, as the brand gained market share for three consecutive months, for the first time in 5 years. It contributes to the fiscal year 2021 gross margins of 60% back to fiscal year 2019 levels and adjusted EBITDA margin of 16% up over 300 bps vs.
The message from America and COVERGIRL is simple: Diversity. A COVERGIRL is more than what you see on the surface. It’s taken courage, strength and compassion to learn how to love yourself, for yourself. “Our beauty lies in our unique stories, cultures and lived experiences”. In harmony with the message, for example, there is a Latina behind the cameras in the latest campaign. Latina director and photographer Paola Kudacki, was trusted to bring and merge the best of America and COVERGIRL in the campaign.
This campaign has no doubt continued in strengthening COVERGIRL’s transformation and repositioning. The three-month growth of market shares in a consecutive manner supports the strategies and paths the company chose. It is not easy to do so, especially during the post-pandemic and fierce competitions, global turbulence on going. Just as America indicates in her Instagram post, COVERGIRL represents those with a head full of dreams, and a heart full of ambition. Although there’s no clear path for everyone to be the best figure of himself/herself, we do know that you cannot be what you cannot see. America, together with COVERGIRL, is dedicating herself being someone that the others can refer to, someone who sees her identity and embraces her own beauty — be in love with the skin she’s born with.
-Charles
