You will be redirected back to your article in seconds

CW Taps Cover Girl to Lend ‘Riverdale’ Characters New Accents

The modern “Riverdale” as seen on CW is filled with illicit romance, intrigue – and, as it turns out, a specific brand of makeup.

Cover Girl, the cosmetics unit of Coty Inc., has struck a season-long deal with the CW that gives its lipstick, mascara and other beauty supplies a heightened presence in the new drama, a modern and sometimes shocking update of the time-worn Archie comics.  Viewers who tune in tonight will notice a brief announcement at the start of the show underscoring Cover Girl’s affiliation with the show, and, later on, a 45-second vignette revealing how Cover Girl products help actress Madelaine Petsch transform herself into the character Cheryl Blossom.

The advertising alliance shows the CW pushing to work more closely with sponsors seeking a female audience. When the network launched in 2006, it was seen as a haven for Madison Avenue residents eager to reach young women, thanks to programs like “Gossip Girl” and “90210.” Now, with a growing emphasis on super-hero dramas like “Arrow:” and “Flash,” one might think the network attracts more testosterone.

Riverdale” offered an opportunity to reach out to sponsors seeking female consumers, said Barbra Robin, the network’s senior vice president of integrated marketing, in an interview. “Riverdale,” she said, “really opens up the tent for those advertisers to come back in again.”

As part of the deal, Cover Girl products will be available on set for use, and viewers each week will see a vignette showing one of the show’s actresses transforming into a “Riverdale” character with time-lapse photography. Look for video stories featuring Lili Reinhardt, who plays Betty Cooper, and Ashleigh Murray, who plays Josie McCoy. The Cover Girl promotions are meant to appear no matter whether the program is seen on the regular old TV set or on a streaming service like Apple’s, said Robin. Also on tap: social-media influencers will recreate the female leads’ makeup in a series of videos on how to get the “Riverdale “looks.

Each character will be linked to a particular Cover Girl product, said Amanda Knappman, marketing director for Cover Girl US. Cheryl Blossom, who boasts strong red in her lips, will use Outlast Color & Gloss, while “girl next door” Betty Cooper will use Clean Matte foundation, which is a “simple step” for skin coverage. Veronica Lodge will be linked to Lashy, a mascara that provides a bold, sexy look, said Knappman.

The company hopes to reach millennial and “Generation Z consumers, she said, and hopes they’ll “be encouraged to try different techniques to play up their personalities, moods, features.”

Cover Girl hasn’t been this involved with a CW series since “America’s Next Top Model,” said CW’s Robin.

Behind the scenes, Publicis Groupe’s Zenith helped negotiate the deal. Brent Poer, a senior executive there, was instrumental in tying things together, said Robin. The media executive has a long history with the CW. When the network launched, he played a key role in devising “content wraps,” or commercial pods devoted to a single advertiser. More often than not, sponsors who chose to use the concept would run 90-seconds of programming devoted to hawking their wares. Procter & Gamble, which once owned Cover Girl, ran a newsmagazine type vignette showing women making use of products like Herbal Essences.

Some members of the cast might make their own cosmetics choices. In a recent interview with Teen Vogue, Petsch suggested she might rely on her own selections to create Cheryl Blossom’s look.

The CW is hopeful the show can snare other advertisers seeking young female consumers. “My end game is to tell more stories and create more content around the show with partners,” said Robin.

More TV

  • Smithsonian subscription VOD

    Smithsonian Networks Launches New Subscription VOD Service, Folding in Smithsonian Earth

    Smithsonian Networks has expanded its push to reach cord-cutters with the launch of Smithsonian Channel Plus, promising subscribers 1,000-plus hours of streaming nonfiction programming for $5 per month. The new subscription VOD service incorporates and supersedes Smithsonian Earth, the company’s $3.99-monthly SVOD service that launched three years ago, which had been geared around nature and wildlife. [...]

  • 'My Brilliant Friend' Scores Brilliant Ratings

    'My Brilliant Friend' Scores Brilliant Ratings at Home

    With its international rollout well underway, the critically acclaimed TV series “My Brilliant Friend,” based on the first of Italian author Elena Ferrante’s bestselling “Neapolitan Novels,” is scoring strong ratings at home in Italy, and is also playing well in the U.S. and U.K. The show, which explores the bounds of female friendship, is being [...]

  • Himesh Patel, Ewen Leslie Join BBC

    Himesh Patel, Ewen Leslie Join BBC Adaptation of Man Booker Prize Winner ‘The Luminaries’ (EXCLUSIVE)

    Himesh Patel and Ewen Leslie have joined “The Luminaries,” with production now underway on the highly anticipated series adaptation of Eleanor Catton’s Man Booker Prize-winning novel. The pair join Eve Hewson (“The Knick”), Eva Green (“Penny Dreadful”) and Marton Csokas (“Into the Badlands”) in the period piece. The high-end drama is being produced by Working [...]

  • Ryan KadroPaleyLive NY: The News Is

    ‘CBS This Morning’ Executive Producer in Potential Exit Talks

    Ryan Kadro, the executive producer of “CBS This Morning” and one of the architects of the A.M. program, is currently in contract discussions that could lead to his exit from the show, according to three people familiar with the matter. Kadro’s contract is slated to run out at the end of the year, and he [...]

  • NBC's California O&Os to Launch 'California

    NBC's California O&Os to Launch 'California Live' Daily Daytime Series

    NBC’s three California O&Os are set to launch a live daily lifestyle series dubbed “California Live.” The series will air at 11:30 a.m. Monday through Friday across KNBC-TV Los Angeles, KNTV-TV San Francisco and KNSD San Diego. The show will have some modular segments that will be customized for each market, with an emphasis on [...]

  • TV Roundup: Netflix Sets 'Tidying Up

    TV News Roundup: Steven Yeun Joins 'Twilight Zone' at CBS All Access

    In Wednesday’s roundup, Netflix reveals the premiere date for “Tidying Up With Marie Kondo,” and Steven Yeun joins Jordan Peele’s “Twilight Zone” reboot. FIRST LOOKS  Variety has an exclusive behind-the-scenes first look at Season 2 of Showtime’s “SMILF,” featuring creator and star, Frankie Shaw. The new season, which premieres Sunday, Jan. 20 at 10:30 p.m. ET/PT, finds Bridgette trying to move [...]

  • Charlie Rose Sexual Harassment

    CBS News Settles Suit Alleging Harassment by Charlie Rose

    CBS News settled a lawsuit filed by three women who alleged they were harassed by former “CBS This Morning” co-anchor Charlie Rose, and claimed CBS did not act despite being aware of the situation. The amount awarded to the women was not disclosed at their request, according to a CBS News spokesperson. “The matter has [...]

More From Our Brands

Access exclusive content