Cosmetics & make-up brands

COVERGIRL brand profile in the U.S.

COVERGIRL is recognized by 81 percent of U.S. cosmetics and make-up users. However, according to our brand KPIs, the cosmetics & make-up brand ranks lower among Gen Z than any other generation in the United States. The top two most important values for COVERGIRL cosmetics users are having a happy relationship and living an honest and respectable life.
Despite its long history (the brand was founded in 1961), COVERGIRL could potentially reach even more consumers in the U.S. by targeting Gen Z, as one fourth of our respondents from this generation were not yet familiar with the brand.

Brand KPI profile

COVERGIRL is very famous, but only half as popular

More than 80 percent of U.S. cosmetics & make-up users know the brand COVERGIRL. At the same time 37 percent stated that they like the brand. The (social) media buzz of the U.S. based brand sits at 33 percent who had noticed the brand on social media, in the media or in advertising in the past three months before the survey. Well over a third of U.S. consumers using cosmetics & make-up also use COVERGIRL.

Generations

Gen Z is not (yet) into COVERGIRL cosmetics

The generational comparison of brand KPIs for COVERGIRL shows that the brand ranks lowest among Gen Z in the United States. As age increases, consumers of cosmetics and make-up in the U.S. tend to notice and use COVERGIRL more frequently, with a brand popularity of 57 percent among the Baby Boomer audience.

Life values

COVERGIRL users’ life values are close to the U.S. average

Comparing the life value ranking of users and non-users of COVERGIRL shows that both groups mostly agree on the most important aspects in life. A happy relationship and an honest and respectable life are the most important aspects to both groups, ranking at the top. Although there are marginal differences, we can determine that consumers using COVERGIRL value safety and security as well as learning new things a bit less than non-users of the brand do.

Published October 4, 2023

Brand KPI deep dive