It all started with the hiring of new faces; from Issa Rae to Ayesha Curry and Maye Musk, CoverGirl was slowly but strategically building something new and exciting. And now we know: CoverGirl has officially rebranded itself as the makeup of the strong and fearless.
According to Glamour, the iconic makeup brand has just changed their long-time slogan from “Easy, breezy, beautiful CoverGirl” to “I am what I make up,” marking the new mantra with an equally powerful short film filled with all the badass women they’ve featured as brand ambassadors.
Glamour succinctly described the brand’s new direction this way:
“…Its shift from sugary-sweet messaging to including more real women of substance feels incredibly needed—and incredibly now. Its point is loud and clear, makeup is for everyone.”
With a new slogan and a host of powerful women to prove it true, we cannot wait to travel this new journey with CoverGirl.
Watch the video here.