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Cover Girl line to get $25 mil launch

Published on .

Procter & Gamble Co. will spend approximately $25 million to launch an extension of its Cover Girl makeup brand, Cover Girl Smoothers, including P&G's largest ever sampling effort with 80 million samples. The line of moisturizing foundation, liquid makeup, lip color and eyeshadow will be available in stores this fall. Print and TV ads from Grey Advertising, New York, will break in October.

Copyright May 1999, Crain Communications Inc.

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