After 60 years of selling LashBlast Volume Mascara and Clean Whipped Creme Foundation with the sing-song slogan, "Easy, Breezy, Beautiful, CoverGirl," CoverGirl has decided to say adieu to its iconic jingle — in favor of a brand-new theme: "I Am What I Make Up."
The cosmetics giant's major re-brand, which officially launches today, has been a long time coming — and is meant to evoke confidence, power, inclusivity, and self-expression. Within the last few years, a handful of new brand ambassadors, including Maye Musk (she’s 69), Ayesha Curry, Issa Rae, James Charles (the first male model), Zendaya, Janelle Monáe, Nura Afia (the first to wear a hijab), Shelina Moreda (a pro motorcycle racer), Massy Arias (a personal trainer), and Queen Latifah, has joined the CoverGirl family.
The reason behind the major re-haul? The consumer. "The more we listen to her talk about her beauty, her self-identity, she’s becoming a lot more comfortable in her own skin and in her ability to create who she is," Ukonwa Ojo, CoverGirl's senior vice president, told Fast Company. "And makeup is a significant part of that self-expression." (Quick note: Allure believes makeup is genderless and can be enjoyed by everyone.)
CoverGirl isn't just swapping slogans — it's also re-branding its digital branding, packaging, and in-store experience, effective immediately. (Its new logo and slogan are already live on its website and social media platforms.) And to coincide with the makeover, the brand introduced a new campaign with a powerful short film titled, "Made In The Mirror," featuring six of its newest famous faces: Curry, Rae, Moreda, Musk, Arias, as well as Katy Perry.
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
A post shared by COVERGIRL (@covergirl) on
The film opens with the Toni Morrison quote, which initially inspired the new slogan (and hashtag #IAmWhatIMakeUp): "What’s the world for you if you can't make it up the way you want it?" The film shows the women's individuality with their makeup choices and the passions they pursue while Jefferson Airplane's song "And I Like It" plays in the background. Following the re-launch, ambassadors shared what the new slogan means to them on CoverGirl’s site. Here’s what they had to say:
Katy Perry: "I am what I make up means that however I feel when I wake up, whatever I want to say or express I can do with my paints, with my tools, and with my makeup. It’s very exciting to have this canvas that can change…it’s however I feel."
Issa Rae: "Becoming a CoverGirl means a lot because the brand recognizes just how important it is for people to embrace their individuality, and express themselves in unique and diverse ways."
Ayesha Curry: "Makeup is a tool that you can use to transform yourself. I think that’s important. You don’t need the makeup. It just makes you feel fun and allows you to be creative. That’s what I love about it."
Maye Musk: "'I am what I make up' that’s exactly as I am. Because how I do my makeup is how I am doing things that day. Makeup really transforms me because I have quite a playing canvas…it just makes you look more confident and you feel happy about yourself."
Massy Arias: "I am what I make up means that we’re creators. For me playing with makeup — whether I go to the gym and put a little bit of something on, or I'm getting glammed up for a photo shoot—I love to feel that extra confidence. We are who we make up. In everything we do."
Shelina Moreda: "I am what I make up encompasses my whole life. I started racing as a dream—I made this whole thing up. And every time that I go to the track, I want to put my makeup on. It makes me feel strong, it makes me feel badass, it’s what I want."
To all of this, we say: Makeup is fun, so why not have fun with it?