Amid Sustained Growth, Cover Girl Launches Skin Care Campaign

Cowl Lady is kicking off a brand new marketing campaign to maintain its achieve in relevance and market share.

The Coty Inc.-owned model, which introduced the appointment of America Ferrera as its newest face late final yr, is inaugurating the launch of its first skincare vary with a marketing campaign starring the actress.

The model’s technique, partly masterminded by Stefano Curti, Coty’s chief manufacturers officer, has led to a altering of the tides indicative of Coty’s turnaround as a complete.

“The massive headline is that Cowl Lady is again to progress, and we now have seen now the longest interval of sustained market share progress in 5 years,” Curti instructed WWD. “We’ve revived the core of the fairness of Cowl Lady, and we began regaining momentum in March 2021. Now, nearly 12 months later, we’ve been now rising and gaining share for 14 consecutive weeks.”

Banking on “clear” product positioning with a slew of latest launches final yr — beginning with its Merely Ageless vary of complexion merchandise, a vegan mascara and its first foray into skincare — the model is counting on previous and new rosters of spokespeople to market them. Final yr, the model revived its partnership with mannequin Niki Taylor, who first served as a Cowl Lady three a long time in the past.

“We introduced again Niki Taylor, we invested again within the core of the enterprise, and we introduced again this real, contemporary strategy [to beauty],” Curti stated. “We’re actually dominating within the clear area within the mass market. Now, we’re launching Clear Contemporary skincare, so we proceed to personal the area.”

Ferrera appealed to Curti for plenty of causes, Curti defined. “She’s a superb storyteller, and he or she has an genuine story to inform,” he stated. “It’s an addition to a roster that an increasing number of represents America, in the USA. From a character perspective, it provides to the contemporary look to how the model has developed over time.”

Additionally it is an essential demographic strategy, Curti stated, given Ferrera’s Latinx heritage. “She suits the profile of the altering American client, which is the Hispanic client … 20 p.c of the U.S. inhabitants is Hispanic, it’s the fastest-growing and youngest inhabitants. Eighty p.c of them purchase magnificence as soon as a month, and the values of the Hispanic client in magnificence could be very a lot aligned to our price: integrity over value.”

The marketing campaign takes an analogous kind to Taylor’s, which was self-shot all through the pandemic. “The business ends with ‘My title is America, and I’m a Cowl Lady,’” he stated. “We’re going to make use of her story to attach with the model and supply the model with this contemporary, new voice.” The marketing campaign’s later iterations will characteristic the skincare vary’s hero product, the Weightless Water Cream.

“I’m over the moon that my journey as a Cowl Lady is starting with the launch of the brand new Clear Contemporary Skincare assortment,” Ferrara stated in a press release. “Since I used to be 17, sporting make-up has been a part of my job. Skincare alternatively, is one thing I got here to like by myself and it’s actually grow to be my magnificence precedence. Once I’m not working, I like to have naked pores and skin that’s wholesome and exquisite all by itself.”

Extra contemporary faces and “clear” merchandise are within the works for the yr, too. “You’ll proceed to see Cowl Lady pioneer within the clear, well being and wellness area within the mass market. That’s what the fairness is grounded in,” Curti stated. “That’s the place the model has responded very effectively, so you will note extra of that in different classes.”

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