• by Fern Siegel , July 24, 2024

Beauty brand Cover FX is finding an unusual way to promote "Ms. Irrelevant," its new campaign.

It is showcasing female athletes — specifically three who were the last picks in their respective sports. The effort is celebrating women athletes, not just the No. 1 draft choices.

The social-first campaign includes WNBA's Angel Jackson, NWSL's Talia Gabarra and WTA's Solymar Colling, one of the tennis tour's lowest-ranked players. The campaign highlights the brand's Total Cream Cover Foundation, which is sweat-proof, and underscores Cover FX's performance-driven products.

Cover FX ideated and executed the campaign in-house.

The work will appear on the brand’s site, social-media channels, the athletes’ social-media channels, paid ads on social media, email marketing, SMS marketing and the brand’s Amazon storefront.

“There was no better way to announce that our hero foundation Total Cover Cream is clinically proven sweat-proof than to work with professional women’s athletes. And to highlight Solymar, Angel, and Talia — three underdogs in the space — added an important layer to our brand narrative. To spotlight these three “Ms. Irrelevants” showed the world that the last pick sweats just as much as the first,” Sara Mitzner, vice president, marketing at AS Beauty, told Agency Daily.

In a social-media video in February, Paris Jackson, daughter of the late Michael Jackson, showed a time-lapse video of a behind-the-scenes process for using Cover FX's cream to hide her reported 80+ tattoos before her appearance at this year's Grammys.