What to Watch: Mass Makeup Gets a Makeover

Faced with a confluence of symptoms — think slowing foot traffic at drugstore retailers and heightened competition from direct-to-consumer newcomers like ColourPop and Kylie Cosmetics — a slew of mass makeup brands are undergoing radical makeovers in 2018. Re-branding efforts from Cover Girl, Rimmel London, Physicians Formula, Revlon and Almay are slated to hit shelves in the first half of the year, and discount and drugstore retailers are hoping the trend-driven offerings will lure customers back to their doors. Cover Girl’s new campaign is by far the most hyped — and quite possibly the most needed. Now fully divested from Procter & Gamble and under Coty’s watch, buyers have earmarked the struggling brand as the one they are most excited to watch transition. This month, Cover Girl is rolling out more than 100 new trend-driven products with an updated logo and tagline and a splashy advertising campaign featuring Katy Perry and five new Cover Girls who blur the line between celebrity and influencer — think Issa Rae, Ayesha Curry, Maye Musk, motorcycle racer Shelina Moreda and fitness trainer Massy Arias. Almay and Physicians Formula are also both introducing revamps. Almay has adopted a more Millennial-friendly look and tone, tapping Rashida Jones as a brand ambassador.

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