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.
Beauty knows no age, and Maye Musk is here to prove it.
According to Fashionista, Musk — a 69-year-old dietician/nutritionist and model — has just been recruited by CoverGirl as its latest ambassador, joining the brand’s other recent hires, Insecure‘s Issa Rae and author/chef Ayesha Curry.
But this isn’t Musk’s first time in the spotlight. Fashionista reports that Musk has been modeling since the age of 15 and was signed by IMG in 2016; appeared in campaigns for Target and Clinique; featured in magazines like New York magazine, Elle Canada, Vogue Italia, Vogue Korea and Vanity Fair; and appeared in the music video for Beyoncé’s “Haunted” in 2013. Oh, and she is also the mother of Tesla CEO Elon Musk.
With this newfound place at the fore of a major beauty campaign, Musk told The New York Times that she hopes her presence in CoverGirl’s latest initiative will inspire women everywhere.
“I just love that CoverGirl wants to do diversity,” she said. “They haven’t had a model this old in their campaigns. I’m turning 70 in April of next year. I think that women will be really inspired to see that even at 69 you can get a beauty campaign.”
Amen to that!
Issa Rae may be the creator and star of HBO’s Insecure, but in her latest project, she is inspiring us to be anything but insecure.
According to InStyle, Rae has been named the new face of major cosmetics brand CoverGirl, joining fellow on-screen stars such as Zendaya, Sofia Vergara and Ellen DeGeneres. While she joins a long list of fellow CoverGirls, for Rae, being the face of the brand is about much more than modeling new cosmetics.
“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,” she said in a release. “This has been a major part of my personal journey, and a message that I want to share with others.”
In addition to providing a statement on her new role with CoverGirl, Rae also took to social media to express her excitement over working with the brand, saying she never thought she’d be in such a position.
“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,” she wrote. “Never EVER in my life did I imagine I’d be one. I am SO honored and SO excited for what’s to come.”