By  on November 16, 2007

Cover Girl hinted at an image overhaul when it announced in August that Drew Barrymore would serve as co-creative director on print advertisements for a new mascara, LashBlast, due out in January. The starlet also appears in the ads: She was photographed in black-and-white, poised in a sultry pose next to the mascara's bright orange cigar-shaped tube. For the estimated $720 million brand, the ads are a departure from its usual "fresh and natural" aura.

And it seems the Barrymore LashBlast ads are just the tip of the iceberg for Cover Girl's 2008 plans, too.

"I think Cover Girl has always been about clean, fresh and natural and we are now dimensionalizing how it's about you. We are not correcting anything wrong but highlighting more of what women want, adding more liveliness, seeing a better version of yourself, not just clean, fresh and natural," said Esi Eggleston-Bracey, general manager, Cosmetics North America, Procter & Gamble.

Executives said Cover Girl is overhauling packaging and formulas on several key brands in its portfolio to broaden its appeal to women seeking an "individualized" beauty look. Long-lasting lipwear brand Outlast and face makeup brand TruBlend are two properties that will be reworked.

Outlast, the largest lip property in the Cover Girl portfolio, is slated to receive new packaging, new formulas and a brighter color range for its 41 shades. Outlast's lip color, said Eggleston-Bracey, can now be viewed better in its package due to changes to the glass containers housing the color portion of formulas.

"Not all glass is compatible with long-wear lip color," said Eggleston-Bracey.

Shades were updated by in-house global design director for P&G Beauty Pat McGrath.

And, finally, changes were made to Outlast's two-part lip system. Outlast's base coat, which uses Permatone technology to allow the product's color to stay on for up to 16 hours, now has green tea, jojoba and vitamin E to make the formula softer. Outlast's clear top coat will now have aloe vera, shea butter, cocoa butter and vitamin E, as well as a vanilla flavor and fragrance.

New ads for Outlast will feature Queen Latifah, who serves as one of the many faces for the brand.

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