After 60 years in the makeup business, CoverGirl is expanding its global empire to include skin care. Whether you’re a frequent user of drugstore beauty aisles or a stock owner of Coty Inc., who owns CoverGirl, this is important beauty news. It’s not so important to the brand as an extension – something that naturally remains noticeable even when expanding into a new category.
“The project was born because we wanted to see what the ideal foundation fabric would be for makeup,” says Muriel Pujos, innovation ingredients director at Coty. Inc., said when I reached her by phone at CoverGirl’s innovation lab in Monaco. “We want skin to be super ready and prepared for makeup, and so you need to create an ideal skin care routine.”
CoverGirl’s version of the ideal skincare routine is, as customers expect, cruelty-free, vegan, and affordable. Range, now available at covergirl.com and walmart.com, including five products nested under the label of Fresh and clean, leaving you tongue-tied as you read the list aloud: Clean Fresh Skincare Hydrating Cream Cleanser ($10), Clean Fresh Skincare Priming Glow ($10), Clean Fresh Skincare Weightless Water Cream ($15), Clean Fresh Skincare Mattifying Oil Free Moisturizer ($15), and Clean Fresh Skincare Dry Skin Corrector Cream ($15). Together, this range makes for an almost balanced skin care routine (just add sunscreen).
“CoverGirl is an icon in the makeup aisle with a deep heritage in skin-focused products, so breaking into the skincare category was a natural evolution for the brand,” said Andrew Stanleick , executive vice president of Coty Inc. North America, said in a statement. “We know consumers care about their skin more than ever and want products with clear ingredients at the right price.”
Pujos’ team spent two years researching the active ingredients they would use in the formula, and another two years developing them into actual skin care products. “Formulas are based on ingredients of natural origin,” she says.
The most innovative of the bunch (also includes regular skin care products like hyaluronic acid and glycerin) is cactus juice, derived from the prickly pear cactus of the Mexican desert. All five products contain it. In addition to the hydrating properties of cactus water as a beverage (just ask Vanessa Hudgens, who keeps a Refrigerator is only for cactus juice in her house), water contains electrolytes that aid in hydration.
https://www.allure.com/story/covergirl-skin-care-clean-fresh-review | CoverGirl launches skin care products for the first time in 60 years – Exclusive details, reviews