Jamie Greenberg using Cover FX primers.

Cover FX is expanding its selection of vegan and cruelty-free primers to zero in on specific consumer-requested issues. Celebrity makeup artist Jamie Greenberg has been tapped to educate users about the primers that each offer a distinct sensorial formula such as a jelly or a mousse.

The brand, which private equity firm L Catterton has backed since 2011, is known for custom coverage. Earlier this year, it deepened that commitment with an inclusive 40-shade foundation line. The next step, according to the company, is for Cover FX to adapt to the one-size-doesn’t-fit-all approach to primers. Reacting to requests, the primers offer high levels of hydration, fight the effects of pollutants, acne and facilitate effortless, extended makeup wear.

Industry sources said the new items rolled out this year could add at least $15 million to the company’s estimated $65 million to $70 million annual sales. Cover FX did not comment on financials.

“Our company has always done a superb job at creating innovative products and listening to our consumer and her concerns,” said Emily Culp who joined Cover FX last month as president. “She’s concerned about the environment and how it is affecting her skin and getting more vocal about that. She’s traveling more so she cares about hydration,” Culp added, explaining the brand’s primer extensions.

Cover FX primers. 

Joining the existing Mattifying and Blurring primers, are Water Cloud, Gripping and Dewy Skin. New packaging is being implemented featuring a soft matte texture in pastel-color palettes highlighting the primary benefits of each product. Retailing for $38, the primers debut exclusively on CoverFX.com this month, followed by availability at Sephora and Sephora.com and Ulta and Ulta.com early in January. The primers will also launch internationally.

“Primer is a step you need,” said Greenberg, known for work with celebrities such as Rashida Jones and Lauren Graham. “People who haven’t been using them are going to wonder why they haven’t.”

Through social platforms, Greenberg will demonstrate tips and tricks and how to get the most out of the primers on a selected group of influencers. Greenberg has long been a fan of Cover FX and uses many of the products’ 300-plus stockkeeping units with her clients.

“She actually found us, versus us finding her and to me that’s how you want to start a relationship,” Culp said. “It is phenomenal she has celebrity clients, but I love how it organically happened and she believes in the products, especially because she has a choice of what she uses. There’s such an organic love for this brand and Jamie is one of those people.”

Greenberg ticked off what she sees as benefits of the primers. The Gripping primer, she said, is a secret to keeping makeup fresh all day. “I also love the Blurring primer because it is something I can wear with or without makeup. The Water Cloud is an innovation — it is like a cooling mousse that is very different than other primers. It is your shield of armor,” she said, adding it defends against pollution, environmental stressors and blue light rays.

Keeping with the brand’s clean DNA, all formulas are clinically tested, vegan, cruelty-free and free of parabens, gluten, mineral oil, fragrance, talc, alkyl sulfates and phthalates. The range of primers also can lead to multiple sales, said Culp. “You might need more hydration one day and pore minimization another.”

Although it was reported Cover FX was seeking a buyer earlier this year, Culp stated it is not for sale at this time. “We are not actively looking to be sold. The company is doing well, and we are fortunate to have phenomenal investors.” There is also a rich pipeline of products for 2019 continuing to build upon customized coverage combined with being vegan- and cruelty-free, she said.

 

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