In May, the beauty brand tapped multiplatium-selling singer Taylor Swift as a CoverGirl spokeswoman. The deal is the first major endorsement agreement for the 20-year-old and comes as the company prepares to celebrate its 50th anniversary in 2011.
Taylor is the pitchwoman for CoverGirl’s new NatureLuxe line, a simple but high-quality luxury makeup line comprised largely of natural ingredients. The collection will include a Silk Foundation and a Gloss Balm when it launches online and at major retailers in Jan. 2011, the company says. The Silk Foundation formula uses cucumber water along with hints of natural jojoba and rosehip extracts. The new Gloss Balm blends mango butter, shea, and other butters.
Swift, the proverbial Girl Next Door, takes on more ethereal vibe in her new CoverGirl ads, debuting this week.
The “Fearless” star is delighted to join the ranks of entertainment heavyweights, such as Ellen DeGeneres, Tyra Banks, Molly Sims, Brandy, Faith Hill, Keri Russell, Queen Latifah, Drew Barrymore, and Rihanna, each of whom have also fronted ad campaigns for various products in the CoverGirl fold.
“I’m really excited for people to discover the new NatureLuxe line from CoverGirl!” Swift said in a statement Wednesday. “The Silk Foundation and Gloss Balm are really light and fresh, they feel amazing on my skin.”
