CoverGirl has had the same slogan for quite some time now. "Eazy, Breezy, Beautiful" has been emblazoned throughout their makeup packaging, and each face of CoverGirl has a video where they repeat the cheesy tagline over and over again. In a new promotional video, CoverGirl is revealing their brand new slogan: "I Am What I Make Up." The video features Ayesha Curry, Issa Rae, Katy Perry, Maye Musk, and Shelina Moreda in their elements, doing what they do best.
#IAmWhatIMakeUp is intended to celebrate the power every individual has to create who they are and who they want to be, as explained in the CoverGirl Instagram post. The CoverGirl Senior Vice President Ukonwa Oja said in an interview, "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.”
In addition to the new slogan, CoverGirl will be unveiling new packaging, design, and a logo. Stay tuned to hear the latest!