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On the year that marks the beauty giant’s 50th anniversary, COVERGIRL cosmetics announces multi-platinum artist and 4-time GRAMMY award-winning star, Taylor Swift, will represent a new generation of luxury makeup — COVERGIRL NatureLuxe. The line, launching January 2011, includes a Silk Foundation and a Gloss Balm, both delivering a perfectly polished makeup look and a lightweight feel. The products were inspired by a new definition of luxury seen in both beauty and fashion that moves away from overstated, heavy opulence to simple, high-quality experiences.
Taylor Swift is Polished Perfection
“Taylor’s naturally polished and beautiful look fits perfectly with the new luxury makeup line,” said Vince Hudson, General Manager, COVERGIRL Cosmetics. “We specifically designed this line for women who, just like Taylor, want high quality products that flatter her lifestyle and environment. NatureLuxe provides luxury that isn’t extravagant, but rather simple, modern elegance that is inspired by nature.”
Swift’s ads for NatureLuxe will appear beginning in January 2011. Swift says, “I’m really excited for people to discover the new NatureLuxe line from COVERGIRL! The Silk Foundation and Gloss Balm are really light and fresh, they feel amazing on my skin.”
A Touch of Nature Leaves Skin Perfectly Polished
The NatureLuxe Silk Foundation is for the woman who wants a full-coverage foundation that looks polished, yet feels lightweight. The formula contains hints of natural jojoba and rosehip extracts along with cucumber water — which is a lighter, more luxurious alternative to a heavier feeling emollient. These ingredients were chosen due to their inherent properties: cucumber water is exchanged for a heavier emollient because it is refreshing and light-feeling to balance creaminess on application. Jojoba and rosehip extracts were chosen for their indulgent experience. The new Gloss Balm is a luxuriously lightweight blend containing mango butter, shea and other butters in exchange for heavier feeling emollients. The formula provides a light, silky application and a luxurious lip feel and finish that isn’t heavy or sticky.
Experts Weigh In on Lightweight Luxury
Pat McGrath, Global Creative Design Director, P&G Beauty, loves the NatureLuxe line for creating the perfect naturally polished makeup look. “The Silk Foundation is slightly matte with a subtle dewiness, which is what you need to create the polished skin effect on the runway or for everyday. The foundation blends effortlessly on the skin and can be applied in layers for sheer to full coverage.” McGrath said, “I love that the Gloss Balm brings together the creamy feel of a balm with gorgeous colour and a hint of shine. The shade palette is versatile whether women want a touch of soft colour or a richer, sheer colour.”
Other experts in the cosmetics industry agree. In an unbranded survey, professional makeup artists were asked to evaluate the new Foundation and Balm. 8 out of 10 professional makeup artists agreed that NatureLuxe Silk Foundation provided a luxurious skin finish and a light, luxurious feel while 7 out of 10 professional makeup artists would recommend NatureLuxe Silk Foundation to their clients. 8 out of 10 professional makeup artists agreed that NatureLuxe Gloss Balm is an exciting new way to get beautiful sheer color and the luxurious lightweight feel of a balm in one and would recommend NatureLuxe Gloss Balm to their clients.
NatureLuxe Silk Foundation and Gloss Balm will be available at mass retailers nationwide beginning January 2011. Visit www.covergirl.com for more information on COVERGIRL Taylor Swift and the new cosmetics line, NatureLuxe.
About P&G Beauty & Grooming
P&G Beauty & Grooming products help make beauty dreams real for women and help men look, feel and be their best everyday. With 8 billion dollar brands and products available in nearly 130 countries, P&G’s beauty and grooming products delivered sales of over $27 billion in fiscal year 2009/10, making it one of the world’s largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice ’n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Braun® and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.
Marina Maher Communications