ANTM showcased what CoverGirl was and wasn’t – something a traditional 30 year old could never do. The consumer saw ANTM contestants as the embodiment of the brand's equity, witnessing the transformation of a real young woman into not just a model, but a CoverGirl. Online polling & message boards gave consumers the opportunity to become part of the selection process, and consumers responded with energy, empathy, and enthusiasm – becoming addicted to ANTM’s fierce fun.

Facilitated ANTM to be UPN’s leading show reaching 8 million weekly.Following product integrations WetSlicks and Outlast Liquid Makeup were up 15% and 16% respectively. 100MM+ votes were cast for ‘CoverGirl of the Week.’ According to Equity Scan 2005: “CoverGirl owns ‘I love this brand’ equity within cosmetics category.”