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Covergirl Marketing Moments #pathtoparity

2008: Ellen DeGeneres becomes a CoverGirl


By The Drum Team, Editorial

March 31, 2016 | 2 min read

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.

Ellen Degeneres cover girl

Today’s marketing moment was chosen by Alice Ericsson, EVP-executive creative director at Grey. Below, find out why Ellen DeGeneres being chosen as the face of CoverGirl in 2008 is one of Ericsson’s favorite marketing moments.

One of the best celebrity/brand collaborations was between Ellen DeGeneres and CoverGirl.

CoverGirl has always had celebrity endorsements, but by partnering with a 50-year-old gay woman, we moved into unchartered territory.

Ellen was just as determined to break beauty standards are we were, and the collaboration was a huge success, with CoverGirl becoming the first U.S. cosmetic brand to hit $1 billion in sales within one year of the Ellen launch. Eight years later, Ellen is still a CoverGirl.

See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.

Covergirl Marketing Moments #pathtoparity

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