Coty and its agency, Droga5, are giving the client’s CoverGirl brand a major makeover.
The brand refresh includes a new look and tone for all communications channels. It also includes a new logo and tagline, updated package design, and a new approach to product design.
The "I am What I Make Up" tagline is designed to shift cultural perceptions of when, where, how and why people wear makeup. “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," says Ukonwa Ojo, senior Vice President for CoverGirl, Coty.
The campaign kicks off with the "Made in the Mirror" anthem video showcasing its broader range of brand ambassadors, including 69-year-old model and dietician Maye Musk; and professional motorcycle racer Shelina Moreda. The clip opens with a Toni Morrison quote and then goes on to show these women living their lives wearing makeup as Jefferson Airplane’s track “And I Like It" plays in the background. Previous CoverGirl ads have promoted specific products.
The video is directed by Matt Lambert of Prettybird. Have a look here.
“We believe this new mission will resonate with millions of people who feel overlooked by the beauty industry today," says Laurent Kleitman, president, Coty Consumer Beauty. "CoverGirl has a huge opportunity to make a difference and we are confident our vision will translate into growth potential for the business.”
The rebrand also includes eight films starring other CoverGirl brand ambassadors, as well as print, social, and in-store communications assets using the IAmWhatIMakeUp hashtag. CoverGirl is also introducing a new photography approach, redesigned print advertising layouts and updated in-store signage.
Droga5 won the CoverGirl account earlier this year.