Cover FX chooses HL Group as PR AOR

HL Group is supporting the beauty brand's Nude Is Not Beige campaign.

From Cover FX's Nude Is Not Beige campaign.
From Cover FX's Nude Is Not Beige campaign.

NEW YORK: Makeup brand Cover FX has selected HL Group as its PR AOR.

The firm is working to boost awareness of Cover FX’s customizable formulas, and it will develop a strategic communications program for the company including media relations, influencer engagement, partnerships, events, and brand and leadership positioning.

"Cover FX is a cult-favorite brand that is well-known and loved within the beauty space," said the company's CEO, Sharon Collier. "We know that lifestyle influencers are playing a bigger role in the advertising landscape, so we were also looking for a firm that understood that and could bring Cover FX the partnerships, awareness, and buzz -- even beyond beauty."

HL Group is working on brand campaigns for Cover FX such as its push for its Natural Finish Foundation, launched last month, that reminds the beauty industry that "nude is not beige."

"With the Nude Is Not Beige campaign, we are highlighting what Cover FX is best at, which is addressing global women’s needs in the marketplace in terms of shade and palette," said Amy Hufft, president of HL Group.

At the end of last month, HL Group helped Cover FX launch its partnership with Glamsquad, an on-demand beauty services provider, and a chatbot with Octane AI.

"We asked HL Group to reach outside beauty and bring those stories to fashion, lifestyle, and technology outlets," said Collier. "In the coming year, Cover FX will be entering new categories within beauty, and HL Group will be a key partner in those new launches."

Cover FX’s products include formulas and foundations available in a shade range of 40 colors in three undertones. The products are available on Cover FX’s website and U.S. retailers including Sephora, Sephora inside JCPenney, and Ulta. International retail partners include Harvey Nichols, Space NK, and Selfridges.

Budget information for the account was not disclosed.

There was no incumbent on the business. Hufft said Cover FX decided to hire a firm because of its growth plans for the next year. Collier said her company conducted a "very focused" search for a comms agency partner. The RFP process began in June and HL Group was picked in August.

Annie Naslund, VP of beauty at HL Group, is leading a team of five on the account.

HL Group’s other beauty clients include Charlotte Tilbury and Tatcha, and the firm is also helping to launch Jo Malone’s latest brand, Jo Loves. Hufft said the firm’s beauty business has achieved double-digit growth this year due to investment driving the beauty industry’s growth.

"The beauty and retail space have always been competitive and crowded," said Collier. "These market challenges are part of the business, and we believe that HL will help Cover FX continue to resonate across a broad, inclusive customer set."

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