Coty gives Covergirl an inclusive 60th birthday makeover

By

Cassidy Mantor

Published
Oct 10, 2017

Coty announced it is rebranding its Covergirl brand in honor of its 60 year history. The new branding is centered around the statement "I am what I makeup" and is focused on diversity and inclusion in beauty.

"I am what I makeup" takes the place of the decades old "Easy, breezy, beautiful, Covergirl" heritage tagline. The new branding is designed to celebrate authenticity and diversity instead of a singular image of beauty. Coty hopes the new branding will inspire consumers to embrace their identities and create the best versions of themselves through makeup.

Ukonwa Ojo, SVP Covergirl, Coty, said the philosophy behind the rebrand was that customers are no longer looking to fit into one definition of beauty. Instead, customers now use makeup as a tool for self-expression and an extension of their true selves.

Ojo said, "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.”

To celebrate the relaunch, Covergirl released a new short film called "Made in the Mirror" featuring six new covergirls representative of the brand's push for diversity. The new covergirls include musician and artist Katy Perry, TV chef Ayesha Curry, 69-year-old model Maye Musk, professional motorcycle racer Shelina Moreda, trainer Massy Arias and YouTube star Issa Rae.

Laurent Kleitman, President, Coty Consumer Beauty, said Covergirl's new branding is rooted in Coty's goals to celebrate diversity in beauty. Kleitman said the company believes the new branding "will resonate with millions of people who feel overlooked by the beauty industry today."

Kleitman noted the vision will translate into large growth potential for Covergirl as it increases its messaging towards inclusivity.

The new branding will roll out on all packaging, product design, marketing and communications. Consumers will notice the new tone and language roll out first with the start of the Made in the Mirror film which launches today. Coty will complete rebranding by 2018.