COVERGIRL’s Big Product Launch: TruBlend Matte Made Foundation

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COVERGIRL launched its much anticipated TruBlend Matte Made Foundation – their most inclusive foundation ever. Going beyond an extensive shade range – it will incorporate 40 shades that match over 99% of skin tones, COVERGIRL went a step further and created a formula that was inspired entirely by the specific skin needs of their consumers.

COVERGIRL conducted countless interviews and social media listening research to find out what they need and want from their foundation, and created a formula that delivers exactly that.

COVERGIRL’s TruBlend Matte Made Foundation’s 40 shade-range delivers a long-wearing matte finish while delivering the additional key skin factors most asked for by consumers:

Flexible wear and comfort feel – a flexi-hold technology creates a strong, yet flexible film that’s comfortable on skin. It responds to facial movements and is lightweight on the skin.

Transfer-Proof – Flexible film helps formula stay in place all day – will not transfer

Pore-Blurring – Light-scattering technology blurs pores and minimizes imperfections on skin

Oil-Absorption – Oil-absorbing powders can hold 2X their weight in oils

COVERGIRL invited fans to participate in their upcoming brand film through an open casting call. They wanted the true faces of this product – the COVERGIRL consumer, to be represented in this upcoming film.

COVERGIRL’S new TruBlend Matte Made Foundation is available in 40 shades, with 26 shades new to the TruBlend Family! Medium to full coverage foundation that provides a flawless, naturally matte appearance with a broad shade palette that matches most skin tones!

Suggested Retail Price: $8.49-11.49

Available at mass-market, drugstore, food and e-commerce retailer’s nationwide beginning May 2018.

For more information, go to


Christine Schott Ledes
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