COVERGIRL unveils “Ready. Set. Wrap.” mascara campaign

COVERGIRL has debuted its latest campaign, Ready. Set. Wrap., spotlighting its new Eye Enhancer Wrap Tubing Mascara. To bring the campaign to life, the brand partnered with U.S. sprinter and three-time gold medalist Gabby Thomas, whose elite performance and endurance mirror the power and long-lasting wear of this winning formula, delivering lashes that truly go the distance. In the campaign, Gabby Thomas puts the mascara to the test on the track.

Mary Santangelo, Senior Vice President, COVERGIRL Global Marketing at COTY: “At COVERGIRL, we champion confidence, and the power to push past limits. Gabby Thomas embodies these values every time she steps on the track. Her strength and determination mirror the high-performance innovation behind our new mascara, making her the perfect partner to help inspire a new generation of COVERGIRLs.”

Engineered for up to 30-hour wear, the new Eye Enhancer Wrap Tubing Mascara features an ultra-stretch formula and flexible tapered brush that wraps each lash with lightweight tubing technology for instant definition and a lash-extension effect. The result is bold, lifted lashes with extended length, with no flaking, smudging, or smearing. Sweat-proof and water-resistant, the mascara keeps pace with even the most demanding lifestyles while removing gently with warm water.

Gabby Thomas said: “I’m so thrilled to be part of the latest COVERGIRL campaign. In track, there is a long pedigree of looking glamorous on the start line. I always say, 'Look good, feel good, run good' and that means my look needs to be camera-ready while also being ready to move. With the Eye Enhancer Wrap Tubing Mascara, I feel ready for all eyes on me.”

www.covergirl.com

Follow Marketing Report on LinkedIn