Taylor Swift Helps CoverGirl Launch Luxury Line, Facebook Promotion

Posted by Shirley Brady on January 9, 2011 10:30 PM

CoverGirl's newest brand ambassador, Taylor Swift, joins Queen Latifah and Ellen DeGeneres to help launch MyCoverGirl, the brand's new year-long Facebook promotion, in a spot that debuted Friday. Fans who 'like' the brand on Facebook will be entered in a draw for a chance to dance on The Ellen DeGeneres Show.

Additional prizes throughout the year include free samples and a chance to meet the other celeb spokesmodels (including the not-shown Drew Barrymore). The brand is donating $1 to Make-A-Wish Foundation for the first 50,000 fans who participate.

Swift's first CoverGirl commercials, touting the P&G-owned brand's first luxury line — NatureLuxe, which launches this month — also highlight the new FB promotion.

CoverGirl GM Vince Hudson told WWD when the country star was hired last May: "Taylor is beautiful and inspirational with an effortless-chic style, making her the perfect person to represent a new, luxurious collection of products debuting on CoverGirl next year."

Here's a behind-the-scenes look at the campaign:

More about: Beauty, CoverGirl, P&G, Taylor Swift, Queen Latifah, Ellen DeGeneres, Drew Barrymore, Facebook, Social Marketing, Advertising, Make-a-Wish Foundation

Charlotte says:

I love the new Covergirl advert with Taylor Swift. The whimsical look of her hair matches the ambience that the ad creates with the flow of the sheer hanging curtains in the background. The light touch of the lime green dress is intentional, as they try to match the colour of cucumber, that links the benefit of the light foundation cream to nature. Truly beautiful. I love the feminie touch. I just wish i had the guts to enter the Covergirl/Facebook competition. Would a dark African face make the cut? Would it continue the look and feel that the product wants to attain in the future? Would anyone be interested in making the brand availabe to South Africa? I'm not sure.

January 11, 2011 03:36 AM #

George Davis says:

These producers know what they're doing. Great production values and the fact that TS is youn and gorgeous helps a lot.

I guess after 50 years of selling makeup they would know how...

January 11, 2011 09:14 AM #