Coty ditches 'Easy, Breezy' for feminist CoverGirl relaunch

By Sarah Parsons | Published: 10-Oct-2017
Colour Cosmetics Marketing

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

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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

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