This week CoverGirl announced it would be undergoing a transformation, no coincidence on the heels of its 60th anniversary. A new slogan will lead the effort: “I Am What I Make Up.” The goal is to inspire consumers to embrace their unique identities and unapologetically create any version of themselves through makeup. The tagline will replace one of beauty’s oldest catchphrases: “Easy, Breezy, Beautiful CoverGirl.”
“We spend a lot of time listening to people discuss beauty. We know what inspires them, what frustrates them, how they talk about the category and what they want from products and brands,” said Ukonwa Ojo, Senior Vice President of CoverGirl. “What’s abundantly clear is that there’s no longer a singular standard of beauty, and that people are using makeup not just as a cosmetic, but as a powerful tool for creation, self-expression and personal transformation. CoverGirl has always been inclusive and diverse, striving to break industry norms, so that we had a responsibility to take our vision to the next level with such dramatic category and consumer shifts.”
The new platform will offer a short video titled, “Made in the Mirror,” that features six CoverGirls, most of whom were launched throughout the past month: longtime signer/performer, Katy Perry; actress Issa Rae; T.V. personality Ayesha Curry; 69-year-old model and dietician Maye Musk; fitness trainer Massy Arias; and professional motorcycle racer Shelina Moreda.
According to the brand, these women capture and exude authenticity, diversity and self-expression while avoiding unrealistic and idealized category values. Regarding the muses and motivation behind the video, Ukonwa added, “People who love beauty, most especially the women starring in the film, are our inspiration. To summarize what we heard from them: every day, with my makeup bag, a mirror and my creativity, I can express who I am, or whoever I want to be, to the world,” she said. “And that can be different on any given day or in any given moment, but it’s always authentically me. We chose partners like these five women, and Katy Perry, who are all such multifaceted talents, because they truly embrace their individuality. We talked to them about their relationship with makeup and their viewpoints on beauty. Their stories inspired the film.”
Bold statements seem to be the direction for one of Coty’s most successful brands. Last year CoverGirl beautifully included blogger and YouTube celeb James Charles, the brand’s first boy ambassador, who costarred in the company’s So Lashy! BlastPRO Mascara commercial.
The spot opens with a quote from famed author Toni Morrison, “What’s the world for you if you can’t make it up the way you want it?’According to a company press release, the multifaceted transformation, “will touch all areas of the brand, including packaging and product design; in-store experience; a new logo and tag line; and look, tone and feel across all communications, starting with “Made in the Mirror” and continuing to roll-out through the remainder of 2017 and into 2018.”