It may have been founded 60 years ago old, but US cosmetics giant Covergirl is proving that you’re never too old to reinvent yourself. As the global colour cosmetics market continues to shake-up, Coty has announced a multifaceted transformation of their iconic brand coined as the “biggest reinvention in CoverGirl’s 60-year history”.
The brand’s purpose is redefined, starting with a new expression of its purpose: “I Am What I Make Up.” The aim is to stick closer to current individualistic trends, “to inspire people to embrace their unique identities and unapologetically create any version of themselves” while celebrating “authenticity, diversity and expressiveness”.
“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. 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,” Ukonwa Ojo, SVP CoverGirl, Coty.
To mark the milestone, the brand has created a long-form film called ‘Made in the Mirror’ that stars six of its ‘Covergirls’ — many of whom have been announced over the past few months. The varied lineup of women now representing the company includes chef and TV personality Ayesha Curry, actress and YouTube star Issa Rae, singer Katy Perry, personal trainer Massy Arias, professional motorcycle racer Shelina Moreda and 69-year-old model and dietician Maye Musk. According to Covergirl, they were chosen for being “boundary-breakers, cultural change-agents and true makeup-lovers.”
“The new CoverGirl positioning is an important example of Coty’s purpose to celebrate and liberate the diversity of beauty. Beauty should make people happy, and when we champion individuality and self-expression, that’s when we see its true power. We believe this new mission will resonate with millions of people who feel overlooked by the beauty industry today. CoverGirl has a huge opportunity to make a difference and we are confident our vision will translate into growth potential for the business,” added Laurent Kleitman, President, Coty Consumer Beauty.
CoverGirl’s multifaceted transformation will touch 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, starting with “Made in the Mirror” and continuing to roll-out through the remainder of 2017 and into 2018.