# Underdog Cosmetic Campaigns Cover FX's Ms. Irrelevant Reintroduces a Sweat-Proof Formulation By Laura McQuarrie | Published 2024-07-24 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/ms-irrelevant References: [glossy.co](https://www.glossy.co/beauty/cover-fx-embraces-the-underdogs-with-new-ms-irrelevant-campaign/) & [coverfx](https://www.coverfx.com/products/total-cover-cream-foundation-1?variant=39974845612104)  Cover FX's Ms. Irrelevant campaign launched to reintroduce the brand's reformulated Total Cover Cream Foundation and spotlight some of the lowest-ranked women in professional sports. The Total Cover Cream Foundation is now clinically proven sweat-proof, and the foundation-meets-concealer for all skin types and tones helps to reduce the appearance of blemishes, discoloration and redness. Cover FX conducted a third-party lab-controlled sweat test by applying the foundation to people of varying ages and genders, and 15 minutes later a dermatologist evaluated that none of the 55 participants showed skin alteration related to the appearance of the foundation. This foundation, in action, is the subject of the Ms. Irrelevant campaign starring NWSL's Talia Gabarra (the 14th pick in the 4th round, last pick of the draft,) WTA's Solymar Colling (WTA Ranking: 1,310) and WNBA's Angel Jackson (the 36th pick in the third round, last pick of the draft. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 34% | Activity: 45% | Freshness: 26% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Sweat-proof Cosmetics:** The push for sweat-proof makeup addresses the increasing demand for long-lasting, reliable beauty products suitable for active lifestyles. - **Inclusivity in Marketing:** Highlighting lesser-known female athletes brings a fresh, inclusive angle to conventional beauty campaigns. - **Foundation-concealer Hybrids:** The development of hybrid beauty products that function both as foundation and concealer enhances convenience for consumers seeking multi-functional solutions. ### Who This Affects Most - **Cosmetics:** Innovations in sweat-proof makeup formulations are transforming the cosmetics industry by catering to consumer needs for durable, high-performance beauty products. - **Sportswear:** Collaborations between athletic figures and beauty brands are creating cross-industry opportunities, merging the worlds of sports and cosmetics. - **Dermatology:** Clinically tested beauty products offer potential advancements in dermatology, particularly in creating formulations that are both skin-friendly and high-performing. ## Related on Trend Hunter - [Athlete-Centric Beauty Campaigns](https://www.trendhunter.com/trends/athlete-centric-beauty-campaigns.md) - [Athlete-Starring Cosmetic Campaigns](https://www.trendhunter.com/trends/glossier-5.md) - [Basktball Athlete-Approved Makeup Ranges](https://www.trendhunter.com/trends/lauren-betts.md) - [Sports-Fan-Inspired Beauty Campaigns](https://www.trendhunter.com/trends/eyes-lips-face-fandom.md) - [Athlete-Led Marketing Strategies](https://www.trendhunter.com/trends/athleteled-marketing.md) - [Soccer Athlete-Starring Beauty Campaigns](https://www.trendhunter.com/trends/jess-carter.md) - [Refined Clean Beauty Foundations](https://www.trendhunter.com/trends/covergirl-clean-invisible-foundation.md) - [Empowering Makeup Brand Campaigns](https://www.trendhunter.com/trends/juju-watkins.md) - [Antiperspirant Sports Partnership Campaigns](https://www.trendhunter.com/trends/dove-x-the-us-open.md)