As the beauty company celebrates its 50th anniversary, CoverGirl cosmetics has announced that multi-platinum artist and 4-time Grammy award-winning singer, Taylor Swift, will represent a new line of luxury makeup—CoverGirl NatureLuxe. The line, launching January 2011, includes a Silk Foundation and a Gloss Balm, both designed to 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.

“Taylor’s naturally polished and beautiful look fits perfectly with the new luxury makeup line,” says Vince Hudson, general manager, CoverGirl Cosmetics. “We specifically designed this line for women who, just like Taylor, want high quality products that flatter her lifestyle and environment. NatureLuxe provides luxury that isn’t extravagant, but rather simple, modern elegance that is inspired by nature.”

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 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.

Pat McGrath, global creative design director, P&G Beauty, loves the NatureLuxe line for creating the perfect naturally polished makeup look. “The Silk Foundation is slightly matte with a subtle dewiness, which is what you need to create the polished skin effect on the runway or for everyday. The foundation blends effortlessly on the skin and can be applied in layers for sheer to full coverage,” McGrath says. “I love that the Gloss Balm brings together the creamy feel of a balm with gorgeous colour and a hint of shine. The shade palette is versatile whether women want a touch of soft color or a richer, sheer color.”