CoverGirl Just Ditched Its Iconic Slogan: ‘Easy, Breezy, Beautiful’

CoverGirl Just Ditched Its Iconic Slogan: 'Easy, Breezy, Beautiful'

Recently CoverGirl rolled out its latest roster of matchless ambassadors including:

  • Insecure’s Issa Rae
  • TV personality Ayesha Curry
  • singer Katy Perry
  • professional motorcycle racer Shelina Moreda
  • fitness trainer Massy Arias
  • and 69-year-old model Maye Musk

But the most noticeable change might take us all a while to get accustomed to.

After 60 years, the mega beauty brand has decided to ditch their infamous “Easy, Breezy, Beautiful” slogan for something more empowering and on-trend for 2017:

“I Am What I Make Up.”

According to a press release, the new slogan was selected in order to “inspire people to embrace their unique identities and unapologetically create any version of themselves through makeup.”

CoverGirl Just Ditched Its Iconic Slogan: 'Easy, Breezy, Beautiful'

Ukonwa Ojo, CoverGirl’s senior vice president, told WWD that sometimes, these expressional looks are neither “easy” nor “breezy,” and also explained that it’s been pretty clear that simplicity just isn’t something consumers are after anymore.

“We’re all about self-expression, so if self-expression is easy, awesome. If self-expression is a contoured face that has you looking completely fly because you’re going out with your girls, that’s awesome, too.”

Ojo also notes in the press release:

“In leading the relaunch, we started with the insight that people no longer strive for a singular standard of beauty, but use makeup as a tool for self-expression and personal transformation. 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.”

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