INTRODUCTION Covergirl is an American cosmetics company. The company was founded by Noxzema Chemical Company and later purchased by Procter & Gamble. The company is currently the best-selling cosmetics brand in America, especially in the teen market (Debbie, 2006-2014). Being ranked first in the cosmetics market, the company has many competitors, and the biggest competition comes from the cosmetics company Maybelline, because both companies offer products with similar prices to similar groups of consumers. Covergirl Cosmetics company is more of a brand license rather than a cosmetics company, because it does not provide any face-to-face customer service at makeup counters, but provides a large variety of products at decent prices, which attracts their customers . The company provides eye shadows, nail polishes, concealers etc. (see fig. 1, fig. 5 to fig. 8) and sells its products to large distribution centers and a variety of wholesalers. Covergirl Cosmetics spends a great deal of time and money reviewing their products and adapting them to the latest trends and tastes of their customers every year. While new updates can be very exciting, adjustments can make it difficult to find the right product for your needs and since the company does not provide a personal advisor the adjustments can lead to big problems. So, to support its customers with the new changes and prevent customer loss, the company provides an online service, called MakeUpdater. Through this service, customers can find products to replace their old favorites. The company has many ways to encourage and support its new products, one of which is free samples that can be received through...... paper medium......ct for its customers and still spends more in their marketing techniques. Covergirl cosmetics have changed a lot over the years, but all for the better. The company that was once owned by Noxell is now owned by the very famous Procter and Gamble company (Niti, 2014). Covergirl Cosmetics doesn't provide any personal makeup consultants, which can be a disappointment to their customers, but they do provide plenty of options on their website. There are many factors that contribute to attracting customers, for example, the company provides a variety of products at decent prices, uses many marketing schemes such as using celebrities, and the company uses models with different racial backgrounds (see fig. 2-3). Covergirl rose to the top and made her mark in the cosmetics industry and made the world a little more “Easy, Breezy, Beautiful”.APPENDIX