Covergirl products are displayed at Fashion And Beauty @BETX presented by Progressive, Covergirl, Strength of Nature, Korbel and Macy's during the 2016 BET Experience on June 25, 2016 in Los Angeles, California. (Photo by Rachel Murray/BET/Getty Images for BET )
Brianna Chambers, Cox Media Group National Content Desk
It’s a slogan that’s been heard on television commercials and seen in ads for decades: “Easy, breezy, beautiful, CoverGirl.”
“What we wanted to do, through the talent we chose to work with, is honor who they are, their stories and the context that beauty plays within their lives,” Katy Alonzo, director of Covergirl's ad agency Droga5, told Fast Company.
At the end of the ad, the new slogan flashes across the screen: I am what I make up.
The idea is that makeup -- and identity -- are what individuals shape it to be, as opposed to people being shaped and boxed in by their looks.
“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,” Ukonwa Ojo, senior vice president of Covergirl, said in a statement. “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 makeup.”