Early History
In 1963, model (and later, actress) Jennifer O'Neill signed on as CoverGirl spokeswoman at the age of sixteen, appearing in both print and television advertising that year. Her unprecedented thirty-year endorsement of the product catapulted CoverGirl into the top-selling makeup line in the country.
Cybill Shepherd was one of CoverGirl's earliest models, appearing in several print and television advertisements for the brand. In contrast to the "made-up" looking fashion models of the late 1960s, Cybill demonstrated a fresh, wholesome look, appealing to a younger consumer's taste. These advertisements established the "girl-next-door" look that CoverGirl would become associated with.
CoverGirl's first product line, Clean Makeup, launched in 1961. Originally offering only six products, it was advertised as being a "medicated face makeup" as it used Noxzema's medicated ingredients of camphor, menthol, and eucalyptus. Sales of the line increased during 1985 due to an advertising campaign featuring supermodel Christie Brinkley. The liquid foundation and pressed powder of the line are still in production .
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