For many, CoverGirl was the first cosmetics brand that young girls tried to do their makeup with. I was one of those girls. The ads in Seventeen Magazine always featured my favorite celebrities promoting their newest mascaras and lipsticks and I just had to have them.
The obsession only progressed further when America’s Next Top Model started offering a contract with CoverGirl for the winner. The top two contestants would go head to head promoting CoverGirl’s newest product and the winner would have the commercial and photos taken during the competition aired as their first campaign. To this day, I’m using their products.
I never got tired of the phrase, “Easy, breezy, beautiful, CoverGirl.” But after years of that being CoverGirl’s signature, the company recently decided to kill the iconic slogan and adopt a new one: “#IAmWhatIMakeUp.”
I first questioned why in the world they would change the slogan that they’re known for, but little did I know that they needed to. People no longer use makeup to keep up with beauty standards, they use it as an art form to express themselves. The rebrand kicked off with “Made in the Mirror,” a promotional video that showcased the re-brand through CoverGirl’s newest ambassador girl gang: Katy Perry, Issa Rae, Ayesha Curry, Maye Musk, Massy Arias and Shelina Moreda.
Each of the ambassadors had something to say regarding the campaign, but Ayesha Curry’s had to be my favorite:
It’s so important for brands to recognize that times do change, even with something as simple as makeup. The fact that CoverGirl recognized that their slogan was outdated and no longer represented what it originally did is amazing. More brands need to recognize what’s important in today’s world, far beyond makeup. Hopefully CoverGirl has set an example for others to reflect and rebrand, too! Check out the rebrand for yourself here!