CoverGirl Redefines Beauty with #BEACOVERGIRL Contest

The campaign goal was to redefine beauty by creating the next generation of CoverGirls by launching the #BEACOVERGIRL contest. 

You don’t have to be flawless, feminine or famous to be a CoverGirl. In this contest, fans can enter for a chance to partner with one of the most iconic beauty brands to learn the reigns of the beauty industry and launch your platform.

To enter the contest, complete the registration form and either upload a 30-60 second video or provide a TikTok link sharing why you should #BEACOVERGIRL. To enter, please go HERE.

There will be three Grand Prize Winners: Each winner will get a two-day/three-night trip for two people to New York, NY where they’ll receive prizes to support them launching their creative career and a trip to CoverGirl’s New York headquarters to meet some of the beauty creators involved in the campaign.

“For over 60 years, Covergirl has been a brand centred on the idea of discovery. Discovery of unique talent, of fresh perspectives, and beyond discovery, realising your dreams. Today, we are thrilled to live this mission in a new and thoroughly modern way, by harnessing the power of social media to discover the unique talents and voices out there and inviting them to become an active part of the Covergirl community.” said Stefano Curti, chief brands officer of Coty Consumer Beauty.

To launch the campaign, the brand has partnered with 10 mid-tier creators, and three-mega creators to inspire fans to participate in the #BEACOVERGIRL contest. These creators have noted their enthusiasm surrounding the partnership, noting: 

Amanda Diaz said, “I’m so honoured to be partnering with CoverGirl for the #BEACOVERGIRL campaign! I’m thrilled to share my personal experience and expertise to inspire each and everyone to be true to themselves and share their own unique beauty from the inside out. It’s so special to see such a legacy brand continuing to help creators and give them the tools and insight to accomplish their dreams. I was once in that position and to be a part of this journey is truly so amazing.”

Emira D'Spain said, “COVERGIRL has always celebrated individuality and self-expression, which is why I couldn’t be more excited to partner with them for the #BEACOVERGIRL contest! The brand has always empowered me and was one of the first brands I ever worked with. This campaign will inspire fans to tell their personal stories with the rest of the world - because we’re all destined for more in life! When I decided to pursue a career in the beauty space as a full-time content creator, COVERGIRL was one of my first big partnerships and now getting to be part of the campaign that helps them pass the torch to the next generation of COVERGIRLs just feels so iconic.”

Leiliani Green said, “I couldn’t be more thrilled to partner with COVERGIRL and the #BEACOVERGIRL campaign, bringing new faces into the beauty industry. As someone who has been in these contestants' shoes, I’m excited to empower fans to celebrate their unique personalities, communities, and beauty. Everybody deserves a chance to make this industry a better place. I cannot wait to be a part of something great and so empowering. The world is full of beautiful people who bring such amazing and special things to the table. It all starts now!”

“It is our mission to Liberate the Creative Voice and it has been a joy to help Coty discover the next generation of COVERGIRLS. People who aren’t necessarily famous, flawless or feminine, but who do share one thing in common – a desire to bring their communities together through a shared love of makeup and being their wonderful authentic selves.” said Jo Cronk, US president of brand partnerships at Whalar.

To bring this campaign to life, CoverGirl has enlisted key agency partners including - Whalar, the leading creator partner, the Zenith media amplification partner, Marina Maher Communications (MMC), the brand’s PR AOR. 

You can find some of the creator content on TikTok, as well as here and here.