COVERGIRL has unveiled its latest marketing campaign, titled Ready. Set. Wrap., marking the launch of its first-ever tubing mascara, the Eye Enhancer Wrap Tubing Mascara.
The campaign features U.S. sprinter and three-time Olympic gold medallist Gabby Thomas, who partners with the brand as the face of the rollout. The athlete appears in campaign visuals testing the mascara on the track, with COVERGIRL positioning her performance and stamina as a reflection of the product’s long-wear claims.
Announcing the campaign, COVERGIRL said the new mascara has been designed to deliver extended wear and durability, aligning with active lifestyles. The Eye Enhancer Wrap Tubing Mascara is engineered for up to 30 hours of wear and uses lightweight tubing technology intended to wrap each lash individually for definition and length.
“At COVERGIRL, we champion confidence, and the power to push past limits. Gabby Thomas embodies these values every time she steps on the track,” said Mary Santangelo, Senior Vice President, COVERGIRL Global Marketing at COTY. “Her strength and determination mirror the high-performance innovation behind our new mascara, making her the perfect partner to help inspire a new generation of COVERGIRLs.”
According to the brand, the mascara features an ultra-stretch formula and a flexible tapered brush designed to create a lash-extension effect without flaking, smudging or smearing. The product is also sweat-proof and water-resistant, while remaining removable with warm water.
Thomas said the campaign reflects the longstanding connection between sport and style. “I’m so thrilled to be part of the latest COVERGIRL campaign,” she said. “In track, there is a long pedigree of looking glamorous on the start line. I always say, ‘Look good, feel good, run good’ and that means my look needs to be camera ready while also being ready to move. With the Eye Enhancer Wrap Tubing Mascara, I feel ready for all eyes on me.”
COVERGIRL confirmed that the Eye Enhancer Wrap Tubing Mascara will be available nationwide from January, sold wherever the brand’s products are stocked in the makeup aisle.
The launch forms part of COVERGIRL’s wider strategy to align product innovation with inclusive and performance-led messaging, continuing its history of working with high-profile figures across sport, fashion and entertainment.
ABOUT COVERGIRL
COVERGIRL, a beloved American brand, celebrates the uplifting and optimistic power of makeup. Born in 1961, COVERGIRL offers accessible, affordable, and inclusive products for everyone. Through the years, COVERGIRL has partnered with inspirational, barrier-breaking, and diverse people as the faces of the brand. In 2018, COVERGIRL became the largest makeup brand to be Leaping Bunny Approved by Cruelty-Free International, which means all our products are in compliance with Cruelty-Free International criteria, no matter where we are sold. Visit www.covergirl.com or find @COVERGIRL on social media for more information.
ABOUT COTY
Founded in Paris in 1904, Coty is one of the world’s largest beauty companies with a portfolio of iconic brands across fragrance, color cosmetics, and skin and body care. Coty serves consumers around the world, selling prestige and mass market products in more than 130 countries and territories. Coty and our brands empower people to express themselves freely, creating their own visions of beauty; and we are committed to making a positive impact on the planet. Learn more at coty.com or on LinkedIn and Instagram.
