Cover Girl-branded jewelry line launches

New York--Retailers now have the opportunity to carry an exclusive collection of Cover Girl-branded jewelry in their stores.

New York-based supplier Verigold Jewelry has inked a licensing agreement with Next Step Group, which owns the license for Cover Girl footwear. The Cover Girl cosmetics brand is owned by Procter & Gamble. 

The jewelry, a new endeavor for a brand best known for its blush and mascara, is made in alternative metals--including brass and steel with rhodium, pink and white gold plating--and a variety of stones, ranging from crystals to cubic zirconias.

Each retailer that carries the Cover Girl line will be selling an exclusive collection, working with Verigold to create their own unique line based on demographical needs. 

The price points are also up to the retailers, said Jerry Morvillo, vice president of merchandise and design at Verigold, though the Cover Girl lines being developed currently are priced from $9.99 to $39.99.

“It’s an introductory designer line for your customers who can’t afford David Yurman and other designer brands,” he said.

Currently, Cover Girl jewelry will include earrings, pendants and cuff bracelets. Rings will not be part of the collection for now, Morvillo said.

Verigold is sharing some Cover Girl stats in an advertisement it’s using for direct communication with customers, among them that 84 percent of women are familiar with the Cover Girl brand and that another 95 percent have an “extremely positive impression of Cover Girl.”

A “Cover Girl” also is typically between the ages of 17 and 32, and is in one of the largest spending demographics, with consumers in this age group shelling out $5.3 billion on accessories alone.

“Cover Girl is really starting to market their name and they’re developing clothing and branching outside the makeup industry,” Morvillo said. “Now, they want to develop a jewelry brand, and that’s where we come in.”

Editor’s note: This article was updated to correct references to the Next Step Group and Procter & Gamble as they relate to the Cover Girl brand.