Since 1961, mass makeup brand CoverGirl has focused on making over its consumers with a range of affordable cosmetics that look just as great on as they do in the pan, but in the last month or so, all of the changes have been company-side.
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You may have noticed that the brand recently rolled out its latest roster of matchless ambassadors including Insecure’s Issa Rae, TV personality Ayesha Curry, singer Katy Perry, 69-year-old model Maye Musk, fitness trainer Massy Arias, and professional motorcycle racer Shelina Moreda, but the latest—and most shocking—change might take us all a while to get accustomed to. After 60 years, CoverGirl has traded in its catchy “Easy, Breezy, Beautiful” slogan for something more empowering and on-trend for 2017: “I Am What I Make Up.”
According to a brand press release, the new slogan was chosen as a powerful new expression that aims to “inspire people to embrace their unique identities and unapologetically create any version of themselves through makeup.” Ukonwa Ojo, CoverGirl’s senior vice president, explains to WWD that sometimes, these expressional looks are neither “easy” nor “breezy,” and it’s clear that simplicity just isn’t what consumers are after anymore.
“We’re all about self-expression, so if self-expression is easy, awesome. If self-expression is a contoured face that has you looking completely fly because you’re going out with your girls, that’s awesome, too,” Ojo tells WWD.
“In leading the relaunch, we started with the insight that people no longer strive for a singular standard of beauty, but use makeup as a tool for self-expression and personal transformation,” Ojo shared in a release. “This is bigger than a new campaign or a tagline. We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how and why people wear makeup.”
This multifaceted dialogue is said to touch all areas of the brand, including packaging, product design, in-store experience and logos, beginning with “Made in the Mirror,” a promotional film (see it below) featuring all six new CoverGirls. Even better, the rebrand also means 15 new CoverGirl products are coming to the market in brand-new packaging, helping to make however you “Make Up” a little bit easier.