Introducing… Cover FX

Here at there’s no doubt that we’re interested in the latest and the greatest, and at the same time we’re always trying to mix things up.  We’re on a quest to give you a more behind the scenes look at what goes on in the beauty industry – and we always want to know what it takes to get products on shelves.

So we’ve teamed up with Melissa Shum who’s in charge of social media for Cover FX.  Full disclosure: we’re friends with her, and we always love hearing stories about what’s going on at the Cover FX offices.  So we asked Melissa if she’d like to write a blog for us, and she agreed – and got her boss’ permission to boot!

So beginning this August, you’re going to be seeing regular updates from Melissa about what’s going on at Cover FX.  If you’re unfamiliar with the brand, get ready to find out a lot more.  They have a range of cover-ups, from concealers to foundations to powders and they specialize in complexion makeup with skincare benefits.

That’s all I’m going to say for now – you’ll hear the rest from Melissa!

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10 Responses to Introducing… Cover FX

  1. Karen says:

    So, in other words, you’re going to start putting regular commercials for Cover FX on your blog.

    Way to lose all integrity. Won’t be checking out your blog anymore.

  2. Halifax says:

    Yay for promoting Cover FX, it’s an awesome brand, fully accessible to Canadians!

  3. Henna says:

    Karen, you might want to actually wait a week and read the first post. Full disclosure: I’m not getting paid for this so the last thing I want is product placement or anything of the kind. Like I said, it’s going to be behind the scenes, and I promise it’ll be interesting.

    Halifax, you’re right, it’s a very home-grown kind of company so they do things a little bit differently than a large corporation might, which is what makes it so interesting.

  4. Hi Karen,

    I definitely understand your concern and would like to reassure you Cover FX would NEVER pay Canadian Beauty or any beauty blog to put product or company placements.

    Transparency and integrity are very important to us, Henna as a well respected beauty blogger and myself as the Social Media and Marketing Co-ordinator at Cover FX.

    Since my post is scheduled to be live in a couple days… I will take this opportunity to clarify your concern =)

    This idea came up during one of our regular pow-wows. Henna and I are social media enthusiasts and actually really good friends offline, who both share a love for writing, telling stories, beauty, fashion and all things girlie! I didn’t always work in the beauty industry, infact much of my working experiences were in the fashion industry (check out my blog which is now neglected due to the lack of time) but since joining Cover FX in January of this year, our stories are 100% about beauty!

    Instead of keeping our entertaining stories/conversations to ourselves, she asked if I would be open to sharing my personal experiences here on Canadian Beauty to bring more variety to the content of her already SUPER FAB beauty blog. My posts will not come in the form of announcing new products or why I think Cover FX is great etc… because that would just be boring and quite frankly you could just go to our website for that. Instead they will be about my experiences within the beauty industry in my role as the Social Media and Marketing Co-ordinator at Cover FX.

    Thanks for voicing your concern!


  5. Lauren says:

    While I’m a big fan of Cover FX (Clear Prep seriously rocks!), I think that Karen has a valid point.

    If it’s true that Melissa just wants to share her insider experiences, why identify the company she works for?

    Honestly, giving a *marketing coordinator* her own column to specifically discuss her experiences with her named employer does make me question your editorial neutrality. It doesn’t really matter if you’re doing it for profit or for friendship.

    Although, for the record, accusing you of losing your neutrality is a bit harsh. Aaand, I’ll still check out your blog because you’ve introduced me to some great products I would have otherwise missed.

  6. Henna says:

    You know, I’ve thought of having a “behind the scenes” type series of posts for a long time and debated about it being linked to a company or not. The thing is, that the last thing I would want is for someone to get fired over contributing to a blog. If you have to keep it secret, that means that you’re going to reveal things that perhaps you shouldn’t be, or that maybe you’re going to get into trouble over your contribution.

    The thing is that there’s also a history of bloggers who have been fired for running a blog – Nadine Jolie is one that first comes to mind, and yes, it made her famous, and she moved on from it, it was probably traumatizing and not something that everyone wants on their work history.

    Hmm, and I wouldn’t say that I was doing this for friendship. I’m doing this because I think it’s interesting and adds something different to the blog.

    Nevertheless, thanks for voicing your reservations! It will be interesting to see what everyone thinks of Melissa’s actual columns.

  7. Claire says:

    For what it’s worth, I think this will be really fun and interesting! I’d love to know more about what happens behind the scenes at a cosmetics company and I don’t think that naming the company equates to “selling out” or anything of the kind.I honestly have trouble understanding why people seem to think mentioning a brand automatically means it’s advertising. Do they think readers are really that impressionable?

    Anyway, more power to you and to Melissa. I think it will add some unique content to your site.

  8. Henna says:

    I think that people are concerned that it’s now going to be all Cover FX all the time… and that shouldn’t be the case. It’s a concern I can understand, but the surprising part is that I guess people DO think of themselves as being that impressionable.

  9. Danielle says:

    Hm, interesting dilemma. IMO Cover FX should be paying you for what appears to be sponsored posts, and they should be labelled as such.

    Its an interesting time in fashion and beauty blog land as many of us are trying to figure out where the line should be drawn when it comes to blogging-as-business, PR vs ads, etc. In the end I think the weight of popular opinion will help define that. Its worth listening to these responses from your dedicated readers carefully.

  10. Wynzie says:

    Well while we’re on the topic, what makes you think that what you’re reading isn’t biased anyway?

    I think that since Henna was upfront about teaming up with Cover FX, it’s actually LESS biased. In any case, you should be taking everything you read with a grain of salt.

    I interned at a daily newspaper for a few months, and wrote more than one ‘article’ that was little more than glorified advertising for our advertisers. It’s not like a daily would warn their readers about that!

    I agree with Danielle when it comes to sponsored posts being labeled as such. Everything else is not an ad, it’s a blog post same as any other, except that we’re getting the inside scoop on Cover FX, which we might not be getting if it wasn’t for Melissa.

    It’s really not such a bad thing at all.

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