Cover Girl, the internationally-known drugstore makeup line, is entering a new cosmetic category with its first-ever skincare line.
This year, the beauty brand entered the "clean" industry by redeveloping its cosmetic formulations. Today, the beauty giant launches its first-ever clean skincare line. This new Cover Girl line features products that are made of 90 percent naturally derived ingredients and comes complete with a cleanser, primer, and three moisturizer options.
Andrew Stainleck, CEO of Coty INC, explains that "Cover Girl has been on a mission to make clean beauty more accessible to all," which is why the new line has been priced affordably. Every item in the line will retail for under 15 USD. Like the rest of Cover Girl products, the new line caters to all ages and all skin types.
Image Credit: Cover Girl
Key Themes Behind This Trend
- Clean Beauty Skincare
- There's an opportunity for other makeup brands that have successfully entered the clean beauty skincare industry to produce a similar range of affordable and high-quality skincare products.
- Naturally Derived Ingredients
- The growing popularity of products that use 90% or higher naturally derived ingredients creates an opportunity for the beauty industry to expand this category by providing more affordable options for consumers.
- Affordable Luxury
- An opportunity exists for other beauty and skincare brands to position themselves to cater to consumers who are looking for high-quality, affordably priced products in the clean beauty sector.
Where This Applies
- Beauty
- Beauty brands such as Sephora and Ulta may take inspiration from Cover Girl and consider creating an affordable and naturally-derived skincare line to appeal to existing customers.
- Skincare
- Naturally derived ingredients have now become crucial across the skincare industry, and new players can enter the market to produce better quality products similar to Cover Girl's skincare line.
- Retail
- Retail companies such as Walmart and Target could gain a competitive advantage by following Cover Girl's strategy of making clean beauty more accessible to mainstream consumers at affordable prices.
