Beauty Buzz. Cover Girl Launches Luxury Line

November 16, 2010 • Beauty

Covergirl02Items from Cover Girl's Naturluxe collection

Cover Girl has decided it's tired of being the go-to drugstore aisle cosmetics brand, and has decided to move up in the makeup market. Procter & Gamble Co., the makers of the largest mass market cosmetics brand, are launching NatureLuxe, a new line of cosmetics, targeting the needs of the high-end consumer (though it will still be in the drugstore aisle) who is looking for reliable makeup, but with natural ingredients.


Items from Cover Girl's Naturluxe collection

Positioned as the first luxury and natural-inspired boutique from Cover Girl, NatureLuxe includes a Silk Foundation and a Gloss Balm and uses natural ingredients rather than heavier-feeling synthetics. The foundation contains hints of natural jojoba and rosehip extracts, along with cucumber water, rather than a heavier-feeling emollient. The balm contains mango butter, shea and other butters, instead of heavier-feeling oils, to moisturize lips. Even the NatureLuxe packaging will contain a very small amount of bioresin, which is a renewable, sustainable, sugarcane-derived plastic.


Items from Cover Girl's Naturluxe collection

Though dates have to be set for the when the line drops, it has been confirmed that Cover Girl spokeswoman Taylor Swift will be featured in merchandising and ads for NatureLuxe.

Article and Photo Source: WWD

-Alia Rajput

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