The line, which will be launching on January 201, will include a Silk Foundation and a Gloss Balm, both of which deliver a perfectly polished makeup look and a lightweight feel.
The products were inspired by a new definition of luxury seen in both beauty and fashion that moves away from overstated, heavy opulence to simple, high-quality experiences.
Swift’s ads for NatureLuxe will appear beginning in January 2011. Swift says, “I’m really excited for people to discover the new NatureLuxe line from COVERGIRL! The Silk Foundation and Gloss Balm are really light and fresh, they feel amazing on my skin.”
The NatureLuxe Silk Foundation is for the woman who wants a full-coverage foundation that looks polished, yet feels lightweight. The formula contains hints of natural jojoba and rosehip extracts along with cucumber water — which is a lighter, more luxurious alternative to a heavier feeling emollient.
These ingredients were chosen due to their inherent properties: cucumber water is exchanged for a heavier emollient because it is refreshing and light-feeling to balance creaminess on application. Jojoba and rosehip extracts were chosen for their indulgent experience.
The new Gloss Balm is a luxuriously lightweight blend containing mango butter, shea and other butters in exchange for heavier feeling emollients. The formula provides a light, silky application and a luxurious lip feel and finish that isn’t heavy or sticky.
NatureLuxe Silk Foundation and Gloss Balm will be available at mass retailers nationwide beginning January 2011.