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CoverGirl was founded in 1958 in Baltimore, Maryland, by the Noxzema Chemical Company (later called Noxell) and acquired by Procter & Gamble in 1989. The Noxell Company advertised this make-up line by allowing “cover girls,” fashion models that would appear on the front of magazines, to wear their products.
Originally offering only six products (“medicated face make-up,” in keeping with Noxzema’s product theme) it took off in 1976 due to an advertising campaign featuring Christie Brinkley. The company vastly diversified its product line, and Brinkley’s contract with CoverGirl, which lasted 20 years, was the longest in the history of the modeling industry.
CoverGirl is known also for its sponsorship of America’s Next Top Model and its tagline — Easy, Breezy, Beautiful, CoverGirl.