This morning, COVERGIRL announced that in cooperation with Cosmopolitan, the Times Square Alliance and Countdown Entertainment, it will be co-sponsoring the New Year’s Eve celebration in New York City’s Times Square. 2015 marks the 50th anniversary of Cosmopolitan, the world’s largest women’s magazine, and the launch of COVERGIRL’s new Colorlicious Lipstick. The Times Square festivities draw one million attendees to the heart of the city, is broadcast to one billion viewers worldwide and, for the first time ever, the live webcast will be streaming on Cosmopolitan.com.
“Easy breezy COVERGIRL is ready to kick off 2015 with a bang!” said Esi Eggleston Bracey, VP and General Manager of COVERGIRL Cosmetics. “And we couldn’t be more excited than to start the year with Cosmo and the millions of fun, feisty and fabulous women who love both of our brands. It’s not just about celebrating these women on New Year’s Eve; it’s about celebrating them each and every day, whether through something simple like the perfect new lipstick shade, or something bigger like inspiration from our amazing COVERGIRLs or involvement with our #GirlsCan program.”
There have been reports that the pair paid over $2 million for the sponsorship, which was previously held by Beiersdorf brand Nivea for the past four years. The brands will also use the hashtag, #ColorfulCountdown to encourage fans and followers on social media platforms.