Sixty years after its launch, Covergirl is undergoing its “biggest reinvention” in a bid to redefine the company – and what it means to be beautiful.
Announcing the launch of the brand's 'I Am What I Make Up' campaign yesterday, Covergirl's v . p . Ukonwa Ojo said the brand is planning to inspire individuals to embrace their unique identities and unapologetically create any version of themselves, or who they would like to be, with makeup.
He said the company is celebrating authenticity, diversity and expressiveness while eschewing unrealistic and idealised category standards.
“In leading the relaunch, we began with the insight that individuals no more shoot for a singular standard of beauty, but use makeup like a tool for self-expression and private transformation,” he said.
“Covergirl happens to be inclusive and is known for pushing the boundaries of what this means to become beautiful, which means there exists a responsibility to raise how we connect and communicate with people.
“This is larger than the usual new campaign or a tagline.
“We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, why and how people wear makeup.”
The brand's relaunch began using the release of a relevant video titled 'Made within the Mirror' that features six Covergirls – 69-year-old model Maye Musk; chef, TV personality and author Ayesha Curry; actress, writer and YouTube star Issa Rae; singer Katy Perry; fitness expert Massy Arias; and motorcycle racer Shelina Moreda.
https://www.youtube.com/watch?v=yARn15Ks1DE
Laurent Kleitman, consumer beauty president at Coty (Covergirl's parent company) said all of the Covergirls in the new campaign were “boundary-breakers, cultural change-agents and true makeup-lovers” who “accomplish, empower and inspire as strong representatives from the brand's vision”.
“The new Covergirl positioning is an important example of Coty's purpose to celebrate and liberate the diversity of beauty,” he explained.
“Beauty should get people to happy, and when we champion individuality and self-expression, this is when we see it is true power.”
“We believe this new mission will resonate with huge numbers of people who feel overlooked through the beauty industry today. Covergirl includes a huge chance to make a difference and we're confident our vision will result in growth potential for the company.”
She said Covergirl's multifaceted transformation will touch all areas of the brand, including the logo, packaging and product design; in-store experience; and tone and feel across all communications.
