The news: CoverGirl is recalibrating its market strategy to target Gen X consumers, per Bloomberg. That marks a significant departure for the brand, which since its founding in 1961 has focused on reaching younger shoppers.

The strategy: By taking an approach opposite to most beauty brands, CoverGirl hopes to appeal to a demographic that increasingly feels underappreciated and underserved. While Gen Xers have spent more than any other generation since 2021, according to Nielsen IQ, fewer than 7% of consumers ages 50 and older think that brand messaging is often authentically designed for their demographic, per a Curion report.

That gives CoverGirl ample room to make inroads with the cohort, which already comprises a “significant and growing portion of [its] consumer base,” Gordon von Bretten, president of the consumer beauty division at the brand’s parent company Coty, told Bloomberg. It plans to do so via an advertising campaign that features models ages 45 to 55, which will air across TV and social channels beginning in midsummer.

Implications for beauty: If CoverGirl can pull it off, the rewards could be considerable. Gen Xers are expected to remain the world’s highest-spending cohort until at least 2033, per NIQ. At the same time, they have considerable influence over the spending patterns of both older and younger consumers due to their position as a “sandwich generation.” In the beauty category alone, Gen X is expected to increase spending by $80 billion by 2030.

At the same time, it will take more than an ad campaign to establish credibility with this audience. While many Gen X consumers may already be familiar with the CoverGirl name, they will need to be convinced that the brand’s products adequately satisfy their primary beauty needs, which typically include skin health, anti-aging, and other longer-term considerations. CoverGirl’s mass market positioning could also hinder its ability to build long-term loyalty, with shoppers potentially turning to more premium brands like Jones Road Beauty as their buying power increases.

Go further: Check out our Gen X Infopack.