P&G targets mature women with new make-up line

By Simon Pitman

- Last updated on GMT

Related tags Skin care

CoverGirl, the make-up brand owned by Proctor & Gamble, has
called super model Christie Brinkley back in to promote its new
line of make-up aimed at women aged 30 and above.

Brinkley, who is 51, had originally promoted the brand until the mid-90s, when an 'amiable separation' occurred. But with maturer women becoming an increasingly important target for cosmetics companies, Brinkley's well-preserved looks were seen as the ideal face to give the brand a boost and rekindle a contract that first started back in 1976.

She will be promoting CoverGirl's new Advanced Radiance Foundation - which is part of a new product segmentation that the company wants to focus on.

CoverGirl​ described Brinkley's all-American looks as being the embodiment of its strong heritage in both cosmetics and skin care. The new product line is the first to combine P&G's Olay brand formulations with current skin care technologies to develop a product that meets current requirements for anti-aging cosmetics.

The company says that the Advanced Radiance line will be expanded to include additional face cosmetics and skin care products.

The Advanced Radiance Compact Foundation combines P&G's​ VitaNiacin complex anti-aging technology. VitaNiacin has already been included in Olay formulations. It was developed over a five year period using Niacinamide, Pro-Vitamin B5 and Tocopheryl Acetate to give exfoliating and moisturizing qualities.

The compact will be available in 15 shades and will go on sale in the US in September with a retail value of $9.99. Brinkley's contract is expected to run for another ten years and will see her face promoting the CoverGirl brand in a number of print and television campaigns starting this September.

Star sponsorship of make-up brands invariably employs younger media figures to promote products, giving Brinkley's contract particular resonance within the industry. However, the positive reception to Unilver's current Dove advertising campaign, featuring women of varying stature, weight and age, suggests that a more varied profile could be what consumers will be seeing more of in the future.

Related topics Market Trends Color Cosmetics

Related news

Related products

Ultimate Antimicrobial Solution for BPC

Ultimate Antimicrobial Solution for BPC

Content provided by Acme-Hardesty Company | 11-Oct-2023 | White Paper

Sharomix™ EG10, a versatile broad-spectrum antimicrobial liquid blend for preserving personal care products, ensures safety at usage levels ranging from...

Acme-Hardesty Expands Product Line into Canada

Acme-Hardesty Expands Product Line into Canada

Content provided by Acme-Hardesty Company | 07-Jul-2023 | Product Brochure

Acme-Hardesty’s latest expansion into Canada includes Resplanta®, Botaneco®, and BYK from our partners Sharon Personal Care and Eckart Effect Pigments...