Covergirl Business Model

IB Business and Management SL Internal Assessment

Will the expansion of Covergirl models affect their reputation?

Fanola McGarrity

TABLE OF CONTENTS

CONTENTS

PAGE

Introduction

Commentary: Political

Commentary: Social Beliefs

Conclusion

Bibliography

Appendix

Page 3

Page 4-5

Page 5-6

Page 7

Page 8

Page 9-12

Introduction

Covergirl has grown rapidly throughout the United States. Their reasonable prices and famous models catch attention of makeup users around the country. Multiple actors and singers play an important role in the company. Over the fifty years of Covergirls existence, both social and economic views have been altered or accepted. The current years have been filled with the controversy of women’s roles, gender identity,

In the recent news, sexual orientation and attraction have grabbed the headline. More and more people come out of their comfort zones to present themselves as either gay, bisexual, male, female, so on. Strong religious believers shun the idea of sexes yearning or portraying the opposite sexes appeals and appearances. Though the stronghold of the public has been able to grasp the fight and win. Same sex marriage is now legal in most states; not to mention, more and more people are coming out with their new “identities.” Social media and vast variations of the internet had allowed millions of people to submit their views and looks to the public. Covergirl loved James Charles show and his makeup technique. Eventually, he was released on a Covergirl commercial along with the Muslim girl Nura Afia. The commercial itself revolved around mascara, but yet the main focus was on equality and the right for everyone to have a power. The nation was struck with astonishment after seeing a male model for a makeup company perform on T.V. ” Last month, the CoverGirl brand praised Charles as a “boundary breaker” in announcing the “So Lashy” campaign. (Curtis Wong) Most of the nation is reacting positively, knowing that the equality and voices are being met and heard of teenage boys and men all around the country that take part in makeup. Covergirls risky advertisement can turn in a matter of seconds; although equality

Over the course of the years, social and political beliefs change sometimes slowly, or other times quite drastically. In order to meet consumer needs and social propositions, Covergirl made sure that their representatives were expanded. Throughout the expansion, multiple problems were met; religious and conservative consumer’s certain political supporters were dumbfounded by the recent updates and pleaded their disgust and leaving of the company. Others included in the hate were independent feminists that stressed the importance of the gay communities lead over women. People of color also reacted negatively towards the size of the colored models represented by Covergirl. However, I believe that Covergirls actions and marketing ideas were genius and very important to social beliefs and consumers over the country. Their expansion along with religion, race, and gender, leads us to believe that Covergirl is a welcoming company that supports anyone who chooses to use and buy their