Procter & Gamble announced this week that it was placing Cover Girl and Max Factor on the block, a combination worth up to $3 billion. Cover Girl was ranked No. 13 (of 94 brands in the U.S.) and Gifted in L2’s Digital IQ Index: Beauty. In addition to being one of the few mass brands in the Index to offer live chat, its #GirlsCan campaign was a success on YouTube.
Cover Girl is especially strong in search across various platforms. The #GirlsCan campaign was supported by purchasing results, and the brand has the second highest average first-page visibility for relevant keyword searches after Olay (also a P&G brand).
On Google, it owns the third largest percentage of first-page search results for color cosmetics terms.
Despite being on the block, Cover Girl is Procter & Gamble’s second highest performing beauty brand in digital after Olay.