The 30hr Wear Formula Behind the Covergirl Ready Set Wrap Campaign

COVERGIRL’s first tubing mascara With Eye Enhancer Wrap Tubing Mascara, COVERGIRL steps into the tubing category, targeting consumers who want the drama of lash extensions with the practicality of everyday wear.

Engineered for up to 30-hour wear, the formula is designed to deliver bold, lifted lashes that stay put through sweat, humidity, and long days.​ The mascara features an ultra-stretch formula paired with a flexible tapered brush that wraps each lash in lightweight “tubes” for instant definition and a visible lash-extension effect.

This tubing technology aims to eliminate common mascara issues—no flaking, smudging, or smearing—while still removing easily with warm water at the end of the day.​ “Ready. Set.

Wrap.” goes to the track To bring the high-performance positioning to life, COVERGIRL tapped Gabby Thomas, whose elite sprinting career mirrors the endurance claims of the new mascara. In the “Ready. Set. Wrap.” campaign, Gabby Thomas puts the product to the test on the track, embodying speed, power, and stay-put glam in motion…