Since 1997, CoverGirl has been known worldwide by their iconic catchphrase, “Easy, breezy, beautiful, CoverGirl.” But now, as part of a major rebranding strategy, the cosmetic brand is proclaiming a new and unapologetic tagline “I Am What I Make Up.” CoverGirl’s Senior Vice President Ukonwa Ojo says the brand has always been known for inclusion and pushing the boundaries on what it means to be beautiful, but the revamped slogan aims to inspire people to embrace their unique identities and boldly wear any version of themselves without apology. “This is bigger than a new campaign or a tagline,” she expressed to Billboard, “We hope to spark a proactive dialogue that shifts cultural assumptions about when, where, how, and why people wear makeup.”
The short film enlists a slew of new CoverGirls including Ayesha Curry and the creator/star of HBO’s Insecure Issa Rae amongst others. Following a word prelude by literary giant Toni Morrison, the free formed visuals offer the perfect ode to the brand’s re-articulation on beauty and self-embrace by capturing each woman in her personal element while wearing CoverGirl Products.
As captioned on the brand’s Instagram, “#IAmWhatIMakeUp celebrates the power of every individual to create who they are and who they want to be.” Watch the “Made In The Mirror” short film above and be on the lookout for more CoverGirl brand glow-ups in the form of packaging, product design, logo, tone and feel across all mediums.