CoverGirl had the same slogan since 1997. Countless celebrities from Queen Latifah to Sofia Vergara have said those famous words: "easy, breezy, beautiful." Now, the 60-year-old makeup brand has announced it's getting its biggest makeover ever with a new slogan, new logo, new product packaging, and, as we're sure you've noticed, new CoverGirls.
The new tagline is "I Am What I Make Up." It's meant to inspire people to embrace what makes them unique. To kick it off, CoverGirl just debuted a video featuring Katy Perry and all the new faces we've been meeting the past month: actress and Insecure star Issa Rae, Food Network host and chef Ayesha Curry, model Maye Musk, Insta-famous fitness trainer Massy Arias, and motorcycle racer Shelina Moreda.
"People no longer strive for a singular standard of beauty, but use makeup as a tool for self-expression and personal transformation," Ukonwa Ojo, CoverGirl senior vice president, said in a statement. "This is bigger than a new campaign or tagline. We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how, and why people wear makeup."
See some behind-the-scenes campaign photos and watch the "Made in the Mirror" commercial starring all the CoverGirls ahead.