- Source: Cover girl
- Source: CoverGirl
A cover girl is a woman whose photograph is used for the front cover of magazines. She may be a model, celebrity or entertainer. The term would generally not be used to describe a person making a single, casual appearance on the cover of a magazine.
The term first appeared in English in about 1899. Russian-American film producer Voldemar Vetluguin is credited with the popularization of the usage of cover girls in magazine covers.
The term cover boy is occasionally used for men.
Types of cover girl
Women are on the cover of the majority of general-interest magazines in the west for both men and women, with exceptions as discussed below.
Celebrities feature on the cover of magazines such as Redbook for women, or Gentlemen's Quarterly, Maxim or Esquire for men. The use of royalty or aristocracy is linked to the primary objective of recognition.
Some magazines for women feature an unknown model that represents the style of the magazine, such as Seventeen. A parallel to this trend is reflected in men's magazines such as Men's Fitness or Sports Illustrated.
An intermediate category is the use of a model or supermodel who is recognizable due to exposure in magazines or advertising, a strategy often adopted by ELLE magazine.
In most cases, the objective is to maximize sales and differentiation, while also expressing the brand values of the title.
Editorial approaches and the market-place
Editorial decisions concerning the positioning of the magazine in the market-place are a key influence on the portrayal of women on the cover.
In the 20th century, numerous women's magazines would feature royalty or aristocracy on their covers. In the 1980s and 1990s, Diana, Princess of Wales would be a popular cover choice—but usually for weeklies, usually shot by paparazzi, so strictly these were not "cover girl" images. However, there were exceptions where authorized portraits of royalty, such as Diana, Princess Beatrice of York and Queen Elizabeth II, were taken for Vogue, Tatler and Harper's Bazaar. Despite public complaints about exploitation in the 1990s, publishers have not shied away from using royalty when possible.
New men's style magazines founded in the 1980s, like Arena and Gentlemen's Quarterly rarely featured women on the cover, and where they did they were intended not to be sexually provocative, deliberately distancing the magazine from 'top shelf' soft core pornographic magazines. Notably Esquire's first edition featured a photograph of Brigitte Bardot that was over thirty years old. However, this trend changed during the 1990s, initially with Loaded in the UK, followed by FHM. GQ’s UK edition was eventually forced to follow suit.
Later Peter Howarth, UK editor of Esquire famously removed semi-naked women from the covers in a move to once again differentiate the magazine from the competition. The result was a drop in sales but an increase in advertising revenue, as the magazine was able to attract advertisers for more high-end products than before.
The rise of celebrity culture in the late 1980s and early 1990s has seen to the appearance of more actresses on magazine covers, especially among fashion magazines. This may be due to a convergence in the mass media between traditional models and actresses: models gained a greater profile in the 1980s, largely through the "supermodels", and became celebrities in their own right. Actresses, meanwhile, saw appearances in fashion magazines as beneficial to their careers and overall profiles. In addition, numerous models made the move into acting. Finally, there is the issue of sales: a recognizable face will, theoretically, shift more magazines.
The choice of model depends in some part on one's potential recognition in the market-place in which the title is sold. For example, Lucire Romania saw its sales and profile increase after using a local cover girl, Monica Gabor, rather than those photographed by the "master edition" in New Zealand.
While familiarity is a desirable trait for magazine covers—hence the top models and celebrities can charge large amounts for a photographic shoot—there is always the problem of overexposure and dilution of one's image. If, for instance, the majority of covers featured a small handful of celebrities, then the differentiation becomes minimal (e.g. in certain months in 2005, Paris Hilton featured on numerous covers), and there would, in theory, be a tendency to promote lesser known faces.
In the 2000s, some have predicted the demise of the actress or celebrity from fashion magazine covers, citing overexposure and growing cynicism. However, with the success of magazines such as InStyle, which uses celebrity covers, there is little evidence that the predictions are being realized in the middle of the decade.
Image editing
Image editing is common practice for photographs used in advertising and publicity, and cover images are no exception. Image editing is an ongoing process of styling and selection, which invites debate on issues related to the representation of women. Arguably, advertising and cover images can help perpetuate an unattainable ideal of beauty, sometimes aided through methods of retouching to remove skin blemishes and shadows under the eyes, smooth out skin texture, widen pupils, or suggest an hourglass figure.
A contrary viewpoint has been put forward by some in the trade, saying that a retouched photograph is actually more representative of the subject. The theory is that when one is in the presence of the person, one does not notice the blemishes. Retouching, therefore, restores the "energy" of the subject.
Cover girl style through the ages
See also
Airbrush
Retouching
Photography
Photoshopping
References
External links
CBS News story regarding cover girl images, including the retouching of the Kate Winslet GQ cover
More coverage of retouching stories
Web page showing differences between actual photos retouched images such as ones used as cover girl images (mouse over images to see original image)
Florida magazine
[1] Esquire magazine's Cover Gallery
[2] Evening Standard article
[3] Evening Standard article
CoverGirl is an American cosmetics brand founded in Maryland, United States, by the Noxzema Chemical Company. It was acquired by Procter & Gamble in 1989, and later acquired by Coty, Inc. in 2016. The Noxell Company advertised this cosmetics line by allowing "cover girls", models, actresses, and singers who appear on the front cover of women's magazines, to wear its products. CoverGirl primarily provides a wide variety of consumer-grade cosmetics.
History
CoverGirl's first product line, Clean Makeup, launched in 1961. It was nominated as America's best cosmetic brand. Initially 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.
In 1963, model (and later, actress) Jennifer O'Neill signed on as CoverGirl spokeswoman at the age of 14, appearing in both print and television advertising that year. Her unprecedented 30-year endorsement of the product catapulted CoverGirl into being 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, Shepherd 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.
In 1979, Cheryl Tiegs (often cited as America's first supermodel) was selected by the company to represent the brand by signing a five-year, 1.5 million-dollar contract with them. This was, at the time, the highest paid contract ever offered to a model.
Sales of the line increased during 1985 due to an advertising campaign featuring supermodel Christie Brinkley. In 1997, CoverGirl launched what is now the famous slogan, "Easy, breezy, beautiful..." This was meant to imply the products would give the user a natural look. This eventually led to an increase of sales, and a larger audience of teenage girls was effectively targeted. The products of the line are still in production, and continue changing as new ideas come along.
Also representing CoverGirl are Drew Barrymore, Zooey Deschanel, Ellen DeGeneres, Dania Ramirez, Christobelle Grierson-Ryrie, Rihanna, Queen Latifah, Sofia Vergara, Taylor Swift, Zendaya, Janelle Monáe, and Pink, who touts the company's foundation product.
CoverGirl was once one of the largest global brands to conduct animal testing, but that is no longer the case.
In January 2010, Procter & Gamble launched "Clean Makeup for Clean Water", a charitable program aimed toward providing clean drinking water to places and people in need. Dania Ramirez is the newest spokesmodel for CoverGirl's Clean Makeup Sensitive formula, a campaign for CoverGirl's partnership with Children's Safe Drinking Water. With the help of the Clean Makeup line, CoverGirl has donated $500,000 to the program, which provided 50 million liters of drinking water to children across the world.
In 2017, CoverGirl reinvented their brand by adopting a new strapline "I Am What I Make Up" instead of the past strapline "easy, breezy, beautiful" for 20 years. Their rebrand also includes a new logo, tone, updated packaging and product design. For their new campaign they made a short film, Made in the Mirror, which included celebrities such as chef Ayesha Curry, actress Issa Rae, coach Massy Arias, Katy Perry, Maye Musk, and Shelina Moreda.
In February 2018, the company launched a campaign featuring a model with vitiligo (skin color disorder) for the first time.
Endorsers
= Lana Ogilvie
=In 1992, CoverGirl became the first major cosmetic company to sign a black model to an exclusive contract. Canada-born Lana Ogilvie became the first black woman to represent a non-ethnic cosmetics company, and opened the door for traditionally Caucasian-focused brands to embrace different cultures and ethnicities in their brand. Currently, most major brands have one or more black models or celebrities under contract.
= Celebrities
=Many successful models have represented CoverGirl cosmetics, including Tyra Banks and Carrie Tivador. Singers and actresses including Katy Perry, Brandy, Molly Sims, Faith Hill, Queen Latifah, Rihanna, Keri Russell, Taylor Swift, Dania Ramirez, and Drew Barrymore have also represented the cosmetic line. Because of Jennifer O'Neill's successful 30-year relationship with CoverGirl as spokeswoman, her face has become widely recognized as the face of CoverGirl.
Christie Brinkley modeled for the company for 25 years, the longest-running cosmetics contract of any model in history. YouTuber James Charles became the first male model, and talk show host Ellen DeGeneres has been featured as the model for Simply Ageless cosmetic products. Recently, CoverGirl has contracted American gymnasts Alicia Sacramone, Shawn Johnson, and Nastia Liukin to represent CoverGirl, the first athletes to do so. CoverGirl gave a $100,000 contract to the winners of Cycle 3 through 18 of The CW's popular modeling reality television show, America's Next Top Model, making Eva Pigford, Naima Mora, Nicole Linkletter, Danielle Evans, CariDee English, Jaslene Gonzalez, Saleisha Stowers, Whitney Thompson, McKey Sullivan, Teyona Anderson, Nicole Fox, Krista White, Ann Ward, Brittani Kline, Lisa D'Amato, and Sophie Sumner official cover girls.
In 2011, Paula Patton, Jessica Stam, Taylor Swift, and Sofía Vergara were named the new faces of CoverGirl.
In early 2012, a CoverGirl commercial starring Sofia Vergara and Ellen DeGeneres began airing on national television. The commercial was featured and promoted by both women on The Ellen DeGeneres Show.
In August 2012, Pink and Janelle Monáe were chosen as the newest spokeswomen for CoverGirl.
In June 2013, Nervo became the spokeswomen for CoverGirl.
In September 2013, Katy Perry was chosen as the newest CoverGirl.
In July 2014, Becky G became the face of CoverGirl and featured their products in her music videos.
In January 2016, Zendaya was announced as the newest CoverGirl.
In October 2016, 17-year-old YouTuber James Charles was named as the first ever male spokesperson for the brand.
In September 2017, Ayesha Curry was added as a spokesperson for the brand. She is the first CoverGirl spokesperson who is not an actress, singer, or entertainer.
In 2018, Amy Deanna became CoverGirl's first model with vitiligo.
In October 2019, Lili Reinhart was announced as a spokesperson for the brand.
= Publishers
=The authors and publishers of the 2006 novel Cathy's Book agreed with Procter & Gamble to include references to the makeup line in exchange for promoting the book on its self-care BeingGirl website.
Charity
In April 2011, CoverGirl supported the Procter & Gamble Children's Safe Drinking Water campaign. CoverGirl donated all its proceeds from the sale of the special powders, which got launched for the 50th anniversary of the company, to the campaign.
CoverGirl has given checks to several people featured on The Ellen DeGeneres Show, such as Talia Castellano, a 13-year-old American YouTuber with cancer. DeGeneres also announced on her talk show that CoverGirl chose Castellano as an honorary CoverGirl.
References
External links
CoverGirl brand homepage
Foltz, Kim (24 May 1992), "All About/Cover Girls; The Look That Sells Is Both Girl-Next-Door and Celebrity", The New York Times, archived from the original on 25 June 2017, retrieved 29 October 2012{{citation}}: CS1 maint: bot: original URL status unknown (link)
Ellen Tries To Open CoverGirl Makeup (Simply Ageless Foundation), YouTube, 14 January 2009, retrieved 29 October 2012
Coty Completes Merger With P&G Specialty Beauty Business, Coty Inc., 3 October 2016, archived from the original on 19 January 2017, retrieved 13 February 2017
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