So Long, 'Easy Breezy Beautiful!' CoverGirl Has a New Tagline
CoverGirl cosmetics has announced the end of an era, shuttering the 60-year iconic slogan, “Easy, Breezy, Beautiful” and replacing with a brand new tagline: "I Am What I Make Up."
“Introducing our new COVERGIRLS and a new #COVERGIRL. #IAmWhatIMakeUp celebrates the power of every individual to create who they are and who they want to be. We couldn’t be prouder of these #coverGirlBosses: @ayeshacurry, @issarae, @shelina93racing, @mayemusk, @katyperry, and @massy.arias! #COVERGIRLMADE," the brand captioned their video on Instagram. The short film features CoverGirls actress Issa Rae, chef Ayesha Curry (their newest CoverGirl), fitness guru Massy Arias, pro motorcycle racer Shelina Moreda and 69-year-old model Maye Musk, along with veteran celebrity spokeswoman for the brand since 2013, Katy Perry.
In a statement, CoverGirl said the new tagline "aims to inspire people to embrace their unique identities and unapologetically create any version of themselves through makeup." Although a major one, the tagline revision isn’t the only repositioning the brand is doing -- It will also reinvent its packaging, product design, logo, tone, and feel across all communications.
In 2016, CoverGirl announced its first male spokesmodel, YouTuber James Charles, and with this year’s addition of Ayesha Curry, they’ve added the first spokesperson who is not an actress, singer, or entertainer.
“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,” Ukonwa Ojo, CoverGirl’s Senior Vice President expressed. “We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how, and why people wear makeup.”
Watch the “Made in the Mirror” video below.