THE WHAT? As part of its wider growth acceleration strategy, Coty is seeking to strengthen CoverGirl’s appeal to a broader US consumer base. CoverGirl will build on its heritage as a skin care adjacent make-up brand, part and parcel of which is a major new marketing campaign for its anti-aging foundation, Simply Ageless.

THE DETAILS The brand is welcoming back model Niki Taylor, who was a CoverGirl Ambassador in the 1990s, and the campaign, set to air from next week, will center around images and footage taken by Taylor in her family home.  

THE WHY? The campaign is a part of Coty’s mission to rejuvenate and reposition several key brands in its Consumer Beauty portfolio, allowing it to capture new growth opportunities, through a focus on brand equity, key trends, clear consumer targets, in-store execution, product innovation and a distinctive brand purpose.