Over the past few years, CoverGirl has utilized Drew Barrymore as a celebrity endorser of many of their new products. Most recently, Covergirl released a commercial where Ms. Barrymore is endorsing a variety of new make up products called "lash blast length" mascara, "smoky shadow blast" eye shadow sticks, and "shine blast" lip gloss and color (this commercial can be viewed here on Youtube.com). In addition to endorsing new products, she also promotes the website covergirl.com. There is a feature on this website that allows you to "match your department store shades [of makeup] for less".
In my opinion, I believe that Drew Barrymore is a great endorser for CoverGirl. She is able to successfully promote the products. By advertising her face as the face of CoverGirl, she is promoting her own popularity as well. I think that she is definitely an appropriate choice as a celebrity endorser because she is a very well known and easily recognizable figure in the public eye. These commercials have been wildly successful in the past, and I believe they will continue to be successful in the future for both CoverGirl and Drew Barrymore. I think this success can be attributed to both Ms. Barrymore's public popularity and the fact that she is generally very well liked by the viewing population, and CoverGirl's growing popularity. CoverGirl's popularity can be linked to many things including multiple celebrity endorsements and the image that you can "get the look for less" by using CoverGirl products. Especially right now, during economic hardship, advertising that any product can give you the same results as a more expensive option for less is probably going to have some success.
In this article on msnbc.com, Drew Barrymore's selection as the new CoverGirl model is discussed. It goes over the story of how the company came about choosing Drew as one of their new models, and how Drew felt about being asked to become a CoverGirl. She was excited and exclaimed that she "loved the chance to play with makeup and try modeling". I completely agree with this article and loved hearing about Drew's opinion on the whole situation. Overall, I think that Drew Barrymore is a great celebrity endorser of CoverGirl products, and think that these advertisements will continue to be successful in the future.
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