In terms of iconic makeup names, CoverGirl is among the most recognizable. Considering that the company has been around for six decades, has been linked to supermodels like Cindy Crawford and Tyra Banks, and has hired celebrities like Drew Barrymore and Taylor Swift to hock their goods, that should really come as no surprise.
But while we’ve long known CoverGirl as a classic brand, it seems like the company has been taking today’s diversity of their clientele into account and has been slowly but surely reinventing themselves to better reflect it. This week that reinvention has gone fully social with a brand new ad spot featuring six specifically selected brand ambassadors that epitomize an array of backgrounds and personalties. So what do these women have in common? According to the company, they’re all “boundary-breakers, cultural change-agents and are true makeup-lovers.”
That slate of personalities includes chef and TV Ayesha Curry; actress and writer Issa Rae (Insecure); Katy Perry; personal trainer Massy Arias; 69-year-old model and dietician Maye Musk; and professional motorcycle racer Shelina Moreda.
Just don’t make the mistake of referring to any of these ladies as easy, breezy or beautiful. Today, they’re embracing a new slogan: “I am what I make up.”
“The new CoverGirl positioning is an important example of [our] purpose to celebrate and liberate the diversity of beauty,” Laurent Kreitman, the president of Coty Consumer Beauty (which owns CoverGirl) said in a release. “Beauty should make people happy, and when we champion individuality and self-expression, that’s when we see its true power.”
Given that people have been fighting to prove that there’s no longer one specific beauty standard or ideal when it comes to the way a woman looks, we have to say that this campaign actually feels super refreshing and relevant. It’s nice to see women embracing makeup as a form of self-expression rather than a mask, and it’s extra nice to see a company with a VP who gets that.
“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,” the senior vice-president of CoverGirl, Ukonwa Ojo, said. “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.”
Way to be a part of the solution, CoverGirl. Now let’s hope all of your exciting new products coming out of this rebranding will walk the walk too.
Check out the full video announcing the relaunch below.