While often hiring celebrities, casting calls have historically sought individuals aged 21–40 of any ethnicity to represent their broad product line.
Cheryl Tiegs was featured in early campaigns during the 1960s. Cover Girl Models
The brand started updating its image to reflect a more diverse society, incorporating African-American and Hispanic models, as well as portraying women in professional, working roles. The focus is on finding individuals who can
The focus is on finding individuals who can represent a "fresh" or "clean" beauty aesthetic. 4. Cultural Impact and Criticism In 2018, Amy Deanna became the first model
Zendaya was announced as a spokesperson in 2016. In 2018, Amy Deanna became the first model with vitiligo to represent the brand.
The brand's shift away from the strict, monochromatic "girl next door" look of the 1970s reflects broader societal shifts towards acknowledging diverse beauty standards.
Originally, CoverGirl focused on a wholesome, "girl next door" aesthetic, emphasizing a "clean makeup" look. This blue-eyed, blonde, all-American image was paramount to the brand's early success.