If you ever watched an early episode - or 20 - of America's Next Top Model (#guilty) growing up, chances are you became familiar with American beauty brand CoverGirl through the show. Each season, towards the end, the remaining model hopefuls would film a commercial for the brand, using its famous tagline, "Easy, Breezy, Beautiful...CoverGirl." And just as CoverGirl is no longer a part of ANTM, that iconic slogan is now also a thing of the past.
This week, the brand announced major changes to its look - namely that of its logo and slogan. The new slogan is "I Am What I Make Up". Of the reason for the change, the brand's senior vice president Ukonwa Ojo explained, "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. 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 make-up."
To coincide with the rebrand, CoverGirl released a new campaign film, called Made In The Mirror, starring its beautifully diverse line-up of leading ladies including Katy Perry, Issa Rae, Maye Musk, Ayesha Curry, Massy Arias and Shelina Moreda.
The new logo will appear on all products from 2018, however a few new products will drop before the year is out with the updated branding, like the Peacock Flare mascara which has just hit shelves in the US, so will hopefully reach our shores soon.