How CoverGirl reinvented itself for the digital era

The US cosmetics market has changed since the 1960s and teenage girls, traditionally CoverGirl's target group, are doing more browsing and comparing of products online than in person.

How CoverGirl reinvented itself for the digital era

Jo Bowman

Since the early 1960s, CoverGirl has been a mainstay of the international market for mass cosmetics. Its affordability and accessibility – products are largely sold in supermarkets and drugstores – have made, for many teenage girls, the experience of choosing and buying CoverGirl products with their friends an essential rite of passage.

But teenage girls have moved on significantly since the brand's early days, back when then-young actresses Jennifer O'Neill and Cybill Shepherd fronted CoverGirl advertising. Browsing, chatting and comparing notes are, as often as not, done online, rather than...

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