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Cover Girl Launches ‘Blast Boutique’ with Drew Barrymore

LUXies, Cover Girl continues to surpass milestones as their new ‘Blast Boutique’ expands and they celebrate achieving $1 billion in U.S. retail sales this past June; making them the first beauty brand to reach this mark. Their goal is to become THE LUX beauty factor in catering to budget conscious fashionista.

They plan to become even more ‘fashion-forward’ by extending the ‘Blast Brand,’ which has helped put Cover Girl on the map by offering BIG GLAM at a fraction of the cost of the LUXe giants. All of the ‘Blast’ items are priced at $7.49 each. One of the most popular products in this array of beauty-goods is LastBlast mascara, which ‘according to ACNielsen data beat Maybelline Great Lash, the routine industry leader, in dollar sales’.

“[LashBlast] didn’t help only our eye segment, it made women around the country re-think Cover Girl. They started thinking, ‘If [Cover Girl] can do that, there’s no reason they can’t bring me more products,'” said Vince Hudson, who leads business strategy and marketing for Cover Girl. “It was disruptive.”

With the expansion of the ‘Blast Boutiques,’ Cover Girl has also added new items. These include a LashBlast Length Mascara, Smoky ShadowBlast Eyecolor and ShineBlast Lip Gloss. In addition, to new products they also upgraded the formula and composition of the makeup. The eye shadows are now ‘smudge-able,’ making it much more LUX in application to create that perfect look!

“The recession has changed the way women shop for makeup, but what hasn’t changed is that women are not willing to sacrifice quality,” said Hudson.

To top market this great extension, Cover Girl tapped the beautiful Drew Barrymore! Fashioned in edgy wear, the brilliant Steven Meisel shot the campaign and effortlessly captured the essence of the Drew and what the ‘Blast Brand’ wanted to bring to market.

If you want to get your hands on these new LUX additions including the new ‘length’ version of the popular mascara, you can buy it directly online at Cover Girl. Though not all the new products will be immediately available, some are being held for a later release come November. If you prefer to wait, expect to see a few of the new items hit shelves in September—and come November, you’ll get the full release.

So beauty-fanatics we want to hear from you! Is LashBlast a go-to product for you? Are you a ‘Blast’ Fan??

Tagged in: makeup, beauty, branding, drew barrymore, cover girl, blast boutiques, lashblast lengthen,

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