NEW YORK — CoverGirl is looking more like a woman as of late.
The brand, which generally targets those a bit too young to be experiencing wrinkles, is the latest to offer an antiage foundation. Arriving in stores beginning in late August is Advanced Radiance, a new line that dips into parent company Procter & Gamble’s technology barrel by injecting patented Olay antiaging technology into formulas. The new line, which consists of 15 different shades, will be promoted by former CoverGirl spokeswoman Christie Brinkley, as reported in these pages on April 15.
While Advanced Radiance is the first CoverGirl item to tap into Olay technology — and the first cosmetics antiage item for the beauty behemoth — it’s far from the first of its kind.
Revlon’s Age Defying makeup brand, which launched in 1994, got a facelift in January with new packaging, as well as a new face makeup collection, Age Defying with Botafirm, designed to help fight the signs of aging within two weeks of use. L’Oréal offers Visible Lift Line Minimizing Makeup, which launched in 1998, and Visible Lift Firming, which launched this year.
CoverGirl currently makes 15 different foundations and has been the market leader in the category since 2002, when it outpaced Revlon. And it is the leading foundation brand, according to Information Resources Inc., with more than $136 million in sales for the most recent 52-week period ended March 5. Its leading item, CoverGirl Clean Foundation, tops the charts with $23.4 million in sales for the period. Revlon, which claims to hold the top spot in the small but growing antiage face makeup category, is the second-largest maker of foundations with $88 million in sales and has the number-three foundation brand, Age Defying, with $21 million. L’Oréal ranks third in terms of foundation sales with $74 million, and has the second-best-selling foundation, True Match, with $22 million in sales.
Anne Martin, vice president of global cosmetics and beauty marketing, P&G, would not comment on Advanced Radiance’s projected sales, but industry sources estimate that the line of 15 foundations could generate $25 million in its first year on shelves. Advertising spending could reach more than $10 million, these sources added, which includes TV and print ads.While CoverGirl traditionally targets a younger customer, P&G said that with Brinkley as Advanced Radiance’s face, the Baby Boomer who grew up with her as their CoverGirl would likely be the target for the new line.
The merging of CoverGirl and Olay to create the “ultimate” product is a first for P&G’s cosmetics business, but not for the company. Recall P&G’s newest version of Secret Platinum deodorant, which touts Olay’s healing conditioners to address underarm sensitivity, which launched last year.
The marriage of cosmetics and skin care seemed natural, too, especially after consumers said they would be eager to sample a product that could offer them both a beauty item from their trusted CoverGirl brand, as well as advanced science from Olay.
Martin said everything the company does starts with the consumer, whom it considers boss.
“The consumer was very clear that there are a big chunk of [women] that are aging gracefully and would really love a top brand like CoverGirl to help them look, and continue to look, easy, breezy, beautiful,” Martin said, quoting the brand’s slogan. “Once the consumer idea was born the technology soon followed,” she added.
Advanced Radiance, which was said to be effective on wrinkles after three weeks of use, was designed to work in three phases. The first phase, or resting phase, is when the foundation is delivered to the skin. During the weakening phase, the next phase, the water droplets within the foundation break down and are applied to the skin. The final phase, the energizing phase, is when VitaNiacin is delivered to the skin.
Products will retail for $9.99 and will be supported by the ads, as well as a mini Web site that can be reached by logging onto covergirl.com. In-store displays will help lure customers to the cosmetics wall, where clear trays filled with the compacts will be joined by photos of Brinkley.
Plans for Advanced Research include expanding to other products, Martin said, but she would not elaborate. It seems natural, however, said industry sources, that by grabbing Brinkley as a spokeswoman, color cosmetics are sure to follow.
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye