Originally, CoverGirl focused on a wholesome, "girl next door" aesthetic, emphasizing a "clean makeup" look. This blue-eyed, blonde, all-American image was paramount to the brand's early success.
While often hiring celebrities, casting calls have historically sought individuals aged 21–40 of any ethnicity to represent their broad product line. Cover Girl Models
The brand shifted heavily toward hiring celebrity spokeswomen, including musicians and actresses like Rihanna, Katy Perry, and Zendaya. 2. Notable CoverGirl Models and Brand Ambassadors Originally, CoverGirl focused on a wholesome, "girl next
Zendaya was announced as a spokesperson in 2016. In 2018, Amy Deanna became the first model with vitiligo to represent the brand. In 2018, Amy Deanna became the first model
The brand started updating its image to reflect a more diverse society, incorporating African-American and Hispanic models, as well as portraying women in professional, working roles.
The brand’s marketing has been heavily documented, particularly through the Smithsonian’s "Cover Girl Advertising Oral History Documentation Project," highlighting its role in American advertising history. g., Zendaya , Christie Brinkley )?