If you are a makeup-wearing person and you have never practiced saying, “Easy, Breezy, Beautiful, CoverGirl,” as if you’re competing to be America’s Next Top Model, then I have no understanding of what it’s like to be you.
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Well, that iconic slogan is no more. CoverGirl has ditched “Easy, Breezy, Beautiful” for a new tagline. It’s fine, take a moment.
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In light of its biggest brand renovation to date, CoverGirl has adopted a new phrase: “I Am What I Make Up.” More than just a slogan, this new campaign is CoverGirl’s way of acknowledging how makeup has changed over time. It isn’t about conforming to society’s beauty standards; makeup is a powerful instrument for making yourself feel beautiful, for you.
Courtesy: Buzzfeed
“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,” stated CoverGirl’s Senior Vice President, Ukonwa Ojo. “CoverGirl has always been inclusive and is known for pushing the boundaries of what it means to be beautiful, which means we have a responsibility to elevate how we connect and communicate with people. 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.”
Courtesy: The New York Times
CoverGirl posted a video introducing the campaign called, “Made In The Mirror.” The description explains the movement’s intent: “COVERGIRL brings you #IAmWhatIMakeUp, celebrating women’s power to be made in the mirror. The new CoverGirl celebrates every woman’s power to create who she is – and who she wants to be.”
The short film stars a diverse new group of CoverGirls, who are also featured on the brand’s refreshed website, sharing what makeup and the new tagline mean to them:
Katy Perry: “’I am what I make up’ means that however I feel when I wake up, whatever I want to say or express I can do with my paints, with my tools, and with my makeup. It’s very exciting to have this canvas that can change…it is however I feel.”
Issa Rae: “Becoming a CoverGirl means a lot because the brand recognizes just how important it is for people to embrace their individuality, and express themselves in unique and diverse ways.”
Ayesha Curry: “Makeup is a tool that you can use to transform yourself. I think that’s important. You don’t need the makeup. It just makes you feel fun and allows you to be creative. That’s what I love about it.”
Maye Musk: “’I am what I make up’ that’s exactly as I am. Because how I do my makeup is how I am doing things that day. Makeup really transforms me because I have quite a playing canvas…it just makes you look more confident and you feel happy about yourself.”
Massy Arias: “I am what I make up means that we’re creators. For me playing up with makeup – whether I go to the gym and I put a little bit of something on, or I’m getting glammed up for a photo shoot – I love to feel that extra confidence. We are who we make up. In everything we do.”
Shelina Moreda: “I am what I make up encompasses my whole life. I started racing as a dream – I made this whole thing up. And every time that I go to the track, I want to put my makeup on. It makes me feel strong, it makes me feel badass, it’s what I want.”
CoverGirl is also revamping its internet branding, packaging and in-store persona.
While the new slogan may not be as catchy, it conveys CoverGirl’s message loud and clear: makeup is so much more than cosmetic.
Courtesy: Bustle