Covergirl releases biggest reinvention in brand’s 60-year history: I Am What I Make Up

Covergirl has relaunched with the biggest reinvention in the brand’s 60-year history that sees a powerful new strapline “I Am What I Make Up,” replacing the previous slogan, “easy, breezy, beautiful.” Featuring an updated, geometric sans-serif logotype, the relaunch by Droga5 aims to inspire people to “embrace their unique identities and unapologetically create any version of themselves, or who they want to be with makeup.”

The relaunch was lead by a short film entitled Made in the Mirror that features a diverse range of “Covergirls”. The film includes chef, TV personality and author Ayesha Curry; actress, writer and “YouTuber” Issa Rae; singer Katy Perry; personal trainer Massy Arias; 69-year-old model and dietician Maye Musk; and professional motorcycle racer Shelina Moreda. This line-up of influential women supports Covergirl’s mission to be inclusive and push the boundaries of what it means to be beautiful. Ukonwa Ojo, SVP Covergirl, Coty Inc, stated: “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.”

Laurent Kleitman, president of Coty Consumer Beauty, added, “The new Covergirl positioning is an important example of Coty’s purpose to celebrate and liberate the diversity of beauty. Beauty should make people happy, and when we champion individuality and self-expression, that’s when we see its true power.”