Coty's CoverGirl launched a skincare line, a first for the makeup brand.
Products are all under $15, and meant to be accessible.
In terms of actives, the brand is using cactus water across the range as well as hyaluronic acid & glycerin.
The line includes three different moisturizers, a cleanser, and a face mist.
Products are 90% naturally derived & vegan.
Over the last year, especially during the pandemic, makeup sales were slipping, consumers were turning toward skincare.
So it is no surprise that CoverGirl would eventually launch skincare in order to own the makeup process from start to finish (skin prep to cleanse).
However, now CoverGirl will have to convert their current base or new consumers to this brand, where there is really nothing separating it from the pack. Price point wise, The Ordinary & Inkey List both with greater skin credentials offer superior products at a significantly lower price point. The advantage CoverGirl has is their mass distribution channels.