CoverGirl has been making huge strides over the past year, particularly with its ambassadors. We’ve seen the brand’s first male face with 17-year-old James Charles. Now the brand is making some more big changes, starting by getting rid of its famous slogan.
“Easy, breezy, beautiful… CoverGirl” has been the CoverGirl way since 1997, but now the jingle is getting the boot. Ukonwa Ojo, CoverGirl’s Senior Vice President since 2016, said in a statement, “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 … We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how and why people wear makeup.”
Because of that, CoverGirl needed to make a transformation too, which means a new motto: “I Am What I Make Up.” The campaign video tapped six of their CoverGirls — including Katy Perry, Issa Rae, 69-year-old Maye Musk, and Ayesha Curry — who demonstrate what it means to make yourself to be the new faces of the brand.
The makeover even includes a new look for the cosmetics powerhouse, with a bold, attention-grabbing logo that feels right at home in 2017.
What do you think of CoverGirl’s new direction? Tell us @BritandCo!
(Photos via CoverGirl)