With a new lipstick formula already on the way, COVERGIRL seems to be setting out for a busy 2011. The mass-market cosmetics brand is also ready to go au naturel with yet another new introduction to their line, NatureLuxe. New COVERGIRL spokesperson, Taylor Swift, is said to be the face behind the launch which will happen early in the new year, just in time for spring. Preliminary information on the new launch includes two products, NatureLuxe Liquid Silk Foundation ($11.99) and NatureLuxe Gloss Balm ($6.49). Both products have packaging that contains bioresin, an eco-friendly bio-degradeable plastic derived from sugarcane. While the line isn’t packaged with 100% bioresin, this marks a turning point in Proctor & Gamble’s commitment to phasing out non-renewable packaging.
In an interview with WWD, principal scientist for COVERGIRL, Dr. Sarah Vickery said:
This is a pilot test, and as we learn, it is our intention to increase the amounts we use over time.
COVERGIRL Global Creative Design Director, Pat McGrath, worked with the brand on the Gloss Balm and Silk Foundation shades. Both will contain natural ingredients in which select synthetics are exchanged for more luxurious, naturally-based alternatives; cucumber water, jojoba, rosehips, and naturally-based emollients are just a few. NatureLuxe will be available in January at mass-market retailers.
Will you be checking COVERGIRL NatureLuxe?