CoverGirl Leverages Social Media Influencers Amid Rising Competition, Drugstore Makeup Decline

Benzinga

CoverGirl, once reliant on celebrity-driven magazine ads, now depends on social-media influencers for growth as drugstore makeup sales decline. Under Coty CEO Sue Nabi, the brand has rebounded but faces challenges from slowing industry growth and increased competition from rivals. Coty has established content studios and recruited influencers to boost engagement on platforms like TikTok and Instagram. CoverGirl's pivot to "clean beauty" and digital strategies has helped maintain its market share, with sales growing on Amazon even as drugstore sales decline.

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00:00It's Benzinga bringing Wall Street to Main Street.

00:02CoverGirl, once reliant on celebrity-driven magazine ads,

00:06now depends on social media influencers for growth as drugstore makeup sales decline.

00:10Under Coty CEO Sue Nebbe, the brand has rebounded but faces challenges from slowing

00:16industry growth and increased competition from rivals.

00:19Coty has established content studios and recruited influencers to boost

00:23engagements on platforms like TikTok and Instagram.

00:26CoverGirl's pivot to clean beauty and digital strategies has helped maintain its market share

00:32with sales growing on Amazon even as drugstore sales decline.

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