Coty ditches 'Easy, Breezy' for feminist CoverGirl relaunch

The new look features the brand's newest ambassadors and a self-affirming tagline ‘I Am What I Make Up’

Clockwise from top left: Katy Perry, Issa Rae, Maye Musk and Massy Arias

CoverGirl’s recent flurry of ambassador appointments has been well documented, but now the brand has revealed its motivation for the spending spree – it has rebranded.

The Coty-owned brand has said goodbye to its 60-year-old slogan ‘Easy, Breezy, Beautiful CoverGirl’, instead welcoming in the fourth wave of feminism with the tagline ‘I Am What I Make Up’.

As well as the slogan refresh, CoverGirl . . .

This is a small extract of the full article which is available ONLY to premium content subscribers. Subscribers sign-in (top right) to read the article.


Subscribe now to premium content on Cosmetics Business