“Easy, Breezy, Beautiful,” is no longer going to be the famous tagline for cosmetics brand CoverGirl. In an ad starring its new COVERGIRLS, including Ayesha Curry, Issa Rae, and more, the brand introduced its new slogan: “I Am What I Make Up.”
The ad opens up on a quote by the incredible Toni Morrison. “What’s the world for you if you can’t make it up the way you want?” The next few scenes follow Rae, Curry, professional motorcycle racer Shelina Moreda, 69-year-old model Maye Musk, Katy Perry, and fitness pro Massy Arias in the zone showing off CoverGirl products and their personal skills.
The last theme of CoverGirl championed expedient, effortless beauty, but this new campaign is an encouragement to shape the world, and the way you look, however you want.
“#IAmWhatIMakeUp celebrates the power of every individual to create who they are and who they want to be,” the brand wrote on its Instagram post for the ad.
The brand is also going to be rebranding its packaging, design, and logo following the unveiling of its new slogan. Rihanna, P!nk, Queen Latifah, Zendaya, and Janelle Monáe are among the other artists on the CoverGirl roster.
"This is bigger than a new campaign or a tagline,” CoverGirl’s Senior Vice President Ukonwa Ojo told Billboard. “We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how, and why people wear makeup.”
Watch the new ad above.