CoverGirl’s ‘Girls Can’ campaign to help young women overcome boundaries and break through barriers is a successful metaphor for the brand, which despite stormy times with parent company Procter & Gamble has remained a strong mass market contender. It has best-selling items in the top 10 in every key makeup category, according to IRI data, and is collectively number one in foundation and number two in mascara. Its digital presence is equally strong, with an L2 ranking of six thanks to initiatives like an aggressive YouTube search strategy.