The brand’s marketing has been heavily documented, particularly through the Smithsonian’s "Cover Girl Advertising Oral History Documentation Project," highlighting its role in American advertising history. g., Zendaya , Christie Brinkley )?

The brand shifted heavily toward hiring celebrity spokeswomen, including musicians and actresses like Rihanna, Katy Perry, and Zendaya. 2. Notable CoverGirl Models and Brand Ambassadors

CoverGirl utilizes the "CoverGirl Application Form" and casting calls to find new faces, targeting beauty enthusiasts, influencers, and aspiring models. The brand often looks for individuals who align with their core values of confidence, accessibility, and inclusivity.

The inclusion of models like Amy Deanna and James Charles has been celebrated as a step forward for the beauty industry, expanding the definition of what it means to be a "CoverGirl".

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.