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CoverGirl Is No Longer ‘Easy, Breezy, Beautiful’

The drugstore makeup brand gets a makeover.

Ayesha Curry is a new CoverGirl.
Photo: CoverGirl

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It’s the end of an era in the makeup world. Yesterday CoverGirl announced it’s retiring the slogan that has represented the 60-year-old drugstore makeup brand since 1997. Goodbye, “Easy, Breezy, Beautiful Covergirl.” Hello, “I Am What I Make Up.”

The new slogan is meant to encourage individual expression and to acknowledge that people can “unapologetically create any version of themselves through makeup,” according to a press release.

CoverGirl has been cooking up this reinvention for the past year. In October of last year, Coty closed a huge deal in which it bought CoverGirl and other struggling beauty brands like Clairol from P&G. The new slogan is part of a full-on brand overhaul that will continue into 2018.

You’ll start to see the new logo and sleeker, more minimal black and white packaging hitting stores soon. The timing coincides with a slew of new “CoverGirls” the brand has been introducing over the last few months, including actress Issa Rae, food personality Ayesha Curry, 69-year-old model Maye Musk, fitness trainer Massy Arias, and professional motorcycle racer Shelina Moreda. We started to see some hints that things were being shaken up at the brand when Covergirl announced its first ever Coverboy, James Charles, at the end of last year. You can see all the new faces in a video here, which kicks off with a Toni Morrison quote.

Maye Musk.
Photo: CoverGirl

CoverGirl, which has traditionally marketed to young consumers, definitely has its work cut out for it in the current beauty environment. It’s going up against affordable and Instagram-friendly brands like NYX, e.l.f., Winky Lux, and Colourpop, which is about to hit Sephora. It will really need to speak to Gen Z shoppers and churn out trendy products quickly. Brands can no longer take two years to develop new products when Colourpop can release something in a matter of months.