CoverGirl Chased Gen-Z for a Decade and Failed. Here’s the Expensive Lesson It Just Learned

CoverGirl couldn’t credibly serve Gen-Z, and it’s a warning for any founder trying to win a customer their brand hasn’t earned.

A decade ago, CoverGirl signed Zendaya at 19 and Taylor Swift at 20 to sell drugstore makeup to teenagers. It didn’t work.

After years of unsuccessfully trying to make CoverGirl a youthful brand, the drugstore staple is pivoting to the women........

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