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.