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Over the past five decades, the catchy slogan has been uttered by everyone from Zendaya to Ellen DeGeneres (as well as a slew of contestants on the early seasons of America’s Next Top Model), but as of Tuesday, CoverGirl’s iconic three-word tagline — “Easy, Breezy, Beautiful” — is no more.
The cosmetics company is rebranding in order to be more inclusive and reflect its diverse customer base. Its new slogan? “I am what I make up.”
“#IAmWhatIMakeUp celebrates your power to create who you are and discover who you want to be,” wrote the brand on Instagram. “We believe makeup is a tool and a toy and we’re here to play and slay all day, every day.”
To kick off its new direction, the brand hired five ambassadors earlier this year, including 69-year-old model Maye Musk, Insecure star/creator Issa Rae, TV personality and cookbook author Ayesha Curry, pro racer Shelina Moreda and fitness guru Massy Arias. The women join longtime CoverGirl Katy Perry as faces of the new campaign, in which the cosmetics maker also debuted a sleek, black-and-white logo.
“For me, ‘I am what I make up’ means that I control who I want to be,” wrote Rae on Instagram. “I’m thrilled to be a part of a powerful film from such an iconic brand, with a dynamic group of women.”
Though the company has long had a group of diverse CoverGirls in its arsenal — from Queen Latifah and Sofia Vergara to the very first Cover Boy, James Charles — the decision to update its look falls in line with a greater trend in the fashion and beauty industries to be more inclusive of women of diverse races, sizes and ages.
“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,” said senior vp Ukonwa Ojo in a press release. “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.”
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