THE WHAT? Coty-owned CoverGirl is repositioning its brand strategy to focus on Generation X consumers, moving away from its recent emphasis on attracting Gen Z shoppers.
THE DETAILS CoverGirl will centre its upcoming marketing campaigns on women aged 45 to 55, replacing the younger celebrity-led approach it has used in recent years. The brand also plans to strengthen its value positioning by keeping all new product launches below the US$10 price point. Coty said the strategy follows years of declining market share, relevance and brand awareness after attempting to compete with indie beauty brands targeting younger consumers. The repositioning forms part of a broader turnaround effort under Consumer Beauty President Gordon von Bretten, who is also overseeing the division’s strategic review.
THE WHY? Coty believes Generation X represents a significant and underserved beauty market with strong purchasing power, offering an opportunity to restore CoverGirl’s market position while reinforcing its heritage as an accessible mass-market beauty brand.
Source: Bloomberg
