COVERGIRL Just Changed Its Famous 'Easy, Breezy, Beautiful' Slogan For The Best Reason

"We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how, and why people wear makeup.”

When you think about COVERGIRL, often the first thing that comes to mind is their ads with the slogan "Easy, breezy, beautiful, COVERGIRL."

But now, the brand's shaking things up by ditching the famous slogan in favor of something more in line with its mission of promoting inclusivity, and changing the way we think about beauty and the way we use makeup. 


"COVERGIRL has always been inclusive and is known for pushing the boundaries of what it means to be beautiful, which means we have a responsibility to elevate how we connect and communicate with people. This is bigger than a new campaign or a tagline. We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how, and why people wear makeup," Ukonwa Ojo, COVERGIRL's SVP, said in a press release

COVERGIRL's new launch will also show that makeup is a tool for self-expression, Ojo says, reiterating the need to flush out society's narrow standards of beauty.

So, what will the new slogan be? 

Drum roll, please ....  

COVERGIRL's new slogan has officially been changed to: "I am what I make up.'

In a video coinciding with the new slogan announcement (above), Toni Morrison is quoted: "What's the world for you if you can't make it up the way you want it?" The video showcases COVERGIRLs, Ayesha Curry, Issa Rae, Shelina Moreda, Maye Musk, Katy Perry and Massy Arias, all with different backgrounds, careers, and stories to tell. Rae, for example, is the creator, star, and executive producer of HBO's Insecure

"I really identified with [COVERGIRL's] new branding: 'I am what I make up,'" Rae tells AdWeek. "As a creative who has built her career from the ground up, those words really resonated with me."

Even though COVERGIRL only recently changed its branding, it's been promoting ideas of inclusivity for awhile. In 2016 they brought James Charles into their family to be their first-ever male ambassador.  "I truly hope that this shows that anyone and everyone can wear makeup and can do anything if you work hard. I can't wait to share with you all what we have in store, but trust me when I say it's gonna be real good," Charles wrote then.

Hear, hear!  

(H/T: BuzzFeed)

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