One of the most iconic makeup brands is making a bold step forward with a new look and slogan that aims to challenge beauty norms.
Covergirl will celebrate authenticity, diversity and expressiveness while evading unrealistic beauty standards.
Ukonwa Ojo, Covergirl’s senior vice president, says people no longer strive for a singular standard of beauty, but instead use makeup for self-expression and personal transformation.
“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.”
The transformation will reach all areas of the brand, including packaging and product design, in-store experience; a new logo and tagline; and look, tone and feel across all communications.
Along with the new look, six powerful women, described as “boundary-breakers, cultural change-agents and true makeup-lovers”, will represent the brand. They include chef, TV personality and author Ayesha Curry; actress, writer and YouTube sensation Issa Rae; singer and superstar performer Katy Perry; personal trainer Massy Arias; 69-year-old model and dietician Maye Musk; and professional motorcycle racer Shelina Moreda.
The campaign also includes new product launches showing off the new packaging, including the Vitalist collection - our top picks are the , and the ultra-hydrating .
Covergirl, with its new look, will arrive in Farmers from June 15. Download the new look imagery now.
