Why Did Covergirl Discontinue Marathon Mascara?

If you’re a fan of Covergirl’s Marathon mascara, you may have been disappointed to learn that the product has been discontinued. Despite its popularity and longevity, the company made the decision to discontinue the product, leaving many customers wondering why.

There are several possible reasons why Covergirl discontinued Marathon mascara, including changes in consumer preferences, shifting market trends, and the need to make room for new product offerings. In this article, we’ll explore these factors in more detail to help shed light on the decision to discontinue this beloved makeup staple.

Why Did Covergirl Discontinue Marathon Mascara?

Why Did Covergirl Discontinue Marathon Mascara?

Covergirl, one of the leading makeup brands in the world, has recently discontinued its popular Marathon Mascara. This has left many loyal customers disappointed and wondering why the brand would discontinue such a beloved product. In this article, we will explore the reasons behind Covergirl’s decision to discontinue Marathon Mascara.

Change in Market Trends

Market trends play a critical role in brand strategy. Covergirl has been continually monitoring the market trends and consumer preferences. With a shift in consumer preferences towards more natural and organic makeup, a considerable decline in sales of Marathon Mascara has been observed. The product was not meeting consumer expectations in terms of ingredient quality and performance.

To keep up with the changing market trends, Covergirl has decided to discontinue Marathon Mascara and focus on developing new products that align with the current market trend. The brand aims to meet the consumer’s changing needs and offer them products that are not only effective but also safe and healthy for their skin.

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Cost of Production

The production cost of Marathon Mascara was relatively high compared to other products in the market. The high production cost was due to the complex manufacturing process, which involved a blend of various ingredients. Covergirl was unable to keep up with the production cost while maintaining the product’s affordable price point.

As a result, Covergirl has decided to discontinue Marathon Mascara to reduce production costs and focus on products that have a better cost-benefit ratio. The brand aims to offer affordable and high-quality products to its customers, and discontinuing Marathon Mascara was a necessary step towards achieving that goal.

Benefits of Discontinuing Marathon Mascara

Discontinuing Marathon Mascara was not an easy decision for Covergirl, but it was a necessary one. By discontinuing the product, Covergirl can focus on developing new products that better align with the current market trend, meet consumer expectations, and offer a better cost-benefit ratio.

Moreover, Covergirl’s decision to discontinue Marathon Mascara will help the brand reduce its carbon footprint. The production process of Marathon Mascara involved a considerable amount of energy consumption and waste generation. By discontinuing the product, Covergirl can reduce its environmental impact and contribute to sustainable development.


In conclusion, the discontinuation of Marathon Mascara by Covergirl was a result of various factors, such as changing market trends and production costs. While it may have disappointed many loyal customers, it was a necessary step towards ensuring the brand’s growth and sustainability.

Covergirl aims to focus on developing new products that align with the current market trend, meet consumer expectations, and offer a better cost-benefit ratio. By discontinuing Marathon Mascara, Covergirl has taken a significant step towards achieving these goals and contributing to sustainable development.

Frequently Asked Questions

Here are some common questions and answers about why Covergirl discontinued Marathon Mascara:

Why did Covergirl discontinue Marathon Mascara?

Covergirl discontinued Marathon Mascara due to changes in consumer preferences and the emergence of new technologies in the makeup industry. As new products are developed and trends shift, companies often make the decision to discontinue older products that are no longer in demand. In the case of Marathon Mascara, Covergirl likely determined that there was no longer enough demand for the product to justify keeping it on the market.

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Another factor may have been the formula of the mascara itself. Marathon Mascara was known for its long-lasting wear, but some consumers reported that it was difficult to remove and caused irritation. In response to these concerns, Covergirl may have decided to discontinue the product and focus on developing new mascaras with improved formulas and features.

Was Marathon Mascara a popular product?

Marathon Mascara was a popular product for many years after it was first introduced by Covergirl. The mascara was known for its long-lasting wear and ability to withstand even the most active lifestyles. Many consumers loved the product and relied on it as a staple in their makeup routines.

However, as new makeup products and technologies emerged, the popularity of Marathon Mascara began to decline. Consumers were looking for different features in their mascaras, such as volumizing or lengthening capabilities, and Marathon Mascara did not offer these benefits. As a result, Covergirl likely made the decision to discontinue the product in order to focus on developing new mascaras that better met the needs of consumers.

Can I still purchase Marathon Mascara?

No, Marathon Mascara has been discontinued by Covergirl and is no longer available for purchase. While you may still be able to find the product at some retailers or online marketplaces, it is important to note that these products may be expired or of low quality. It is recommended that you do not purchase discontinued products, as they may not be safe or effective to use.

If you were a fan of Marathon Mascara, there are many other mascaras available on the market that offer similar benefits. Consider trying out some new products and experimenting with different formulas and features to find a mascara that works best for you.

What other mascaras does Covergirl offer?

Covergirl offers a wide range of mascaras to suit different preferences and needs. Some popular options include the Lash Blast Volume Mascara, which provides volumizing benefits, and the Clump Crusher Mascara, which helps to prevent clumping and flaking. The Total Tease Mascara offers both lengthening and volumizing benefits, while the Exhibitionist Mascara provides a dramatic, bold look. Additionally, Covergirl offers waterproof mascaras, colored mascaras, and more.

When selecting a mascara, consider the features that are most important to you, such as volume, length, curl, or waterproofing. You may need to try out a few different products before finding the perfect mascara for your needs.

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Will Covergirl bring back Marathon Mascara?

It is unlikely that Covergirl will bring back Marathon Mascara, as the product has been discontinued for several years and the company has shifted its focus to developing new and innovative makeup products. While some consumers may still miss Marathon Mascara, there are many other options available on the market that offer similar benefits.

If you are looking for a long-wearing mascara, consider trying out some of Covergirl’s other products, such as the Outlast All-Day Mascara or the Exhibitionist Waterproof Mascara. These products offer long-lasting wear and other features that may be appealing to Marathon Mascara fans.

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In conclusion, the reasons behind Covergirl discontinuing Marathon Mascara remain unclear. While some speculate that it may have been due to declining sales or the desire to streamline their product line, others believe that it could have been a result of formulation or quality issues. Whatever the reason may be, it is clear that Marathon Mascara had a dedicated following and will be missed by many.

Despite the discontinuation of Marathon Mascara, there are still plenty of other great mascaras on the market to choose from. Whether you prefer lengthening, volumizing, or waterproof formulas, there is a mascara out there that can meet your needs. So don’t despair – experiment with different brands and formulas until you find the perfect mascara for you.

Ultimately, while it’s always disappointing to see a beloved product go, it’s important to remember that the beauty industry is constantly evolving and changing. Who knows – perhaps Covergirl will release an even better mascara in the future that will capture our hearts and become the next cult favorite. Until then, keep experimenting and exploring new products to find the perfect mascara for you.

Michael Van Der Ham

Michael van der Ham is a Dutch fashion designer born in 1985 in Giessenburg. He graduated from Central Saint Martins in 2009 and has since established himself as a prominent womenswear designer. Michael has had the opportunity to design costumes for iconic musicians like Björk and Tori Amos, as well as for major events such as the 2012 Summer Olympics Opening Ceremony.

View all posts by Michael Van Der Ham →

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