CoverGirl just made one of their biggest changes in their 56 years of existing and replaced their iconic "Easy, Breezy, Beautiful, CoverGirl" with a new slogan.
On Oct. 10, the renowned cosmetics brand announced that they are redefining beauty with their new: "I Am What I Make Up."
Their new motto honors women's power to be made in the mirror and her power to create who she is—and who she wants to be. It aims to inspire people to embrace their unique identities through makeup.
"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," Ukonwa Ojo, COVERGIRL's SVP told BuzzFeed News.
"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."
As part of its rebranding, they are also reinventing their packaging, product design, and logo, as noted by BuzzFeed.
The #IAmWhatIMakeUp campaign also comes with new CoverGirl models:
Katy Perry (singer/songwriter)
Issa Rae (actress)
I remember being an awkward black girl in high school, reading the pages of my favorite magazines, casually flipping through @COVERGIRL ads, singing their slogan in my head. Never EVER in my life did I imagine I'd be one. I am SO honored and SO excited for what’s to come. Visit @COVERGIRL to learn more #COVERGIRLMADE
Ayesha Curry (TV personality)
Maye Musk (model)
Massy Arias (fitness trainer)
Shelina Moreda (motorcycle racer)
On your mark, get set, GIRL POWER! 🏁 We are so proud to announce the beautiful international pro motorcycle racer @shelina93racing is a #COVERGIRL! 😍🚴🏻♀️ Shelina, you are the definition of a #coverGirlBoss and we can't wait to step on that track with you! Welcome to the fam, gorgeous! 💋 #COVERGIRLMADE
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