For the last five decades, drugstore beauty brand CoverGirl has been known first and foremost for its slogan: “Easy, breezy, beautiful, CoverGirl.” Today, that’s changing, and for a beautiful reason. The brand’s senior vice president, Ukonwa Ojo, says the change is all about applauding beauty’s role as a tool of expression.
“Listening to our consumers, we learned that beauty is playing a different role that hasn’t been celebrated in a big way yet,” she told Refinery29. “Makeup is no longer just about simplicity — it’s about expressing who you’re going to be that day.“In tandem with changing the slogan, the brand is recruiting a powerful and diverse new group of women to front its ad campaigns: Issa Rae (of HBO’s Insecure), Maye Musk (model and mom of tech mogul Elon), chef Ayesha Curry, fitness trainer Massy Arias, and motorcycle racer Shelina Moreda are the latest unexpected, yet highly empowered women to join its roster of CoverGirls.
The brand’s short film featuring these women, as well as longtime CoverGirl Katy Perry, feels like a pivot in the right direction; its shift from sugary-sweet messaging to including more real women of substance feels incredibly needed—and incredibly now. Its point is loud and clear, makeup is for everyone. Last year, the brand named YouTuber James Charles as its first male spokesperson, and Nura Afia, a Denver-based beauty blogger who wears a hijab, became the brand’s first Muslim ambassador. We are even more excited about the impact these new CoverGirl women will have on the rest of us.
The message is an incredible one. With society telling women to look and dress a certain way, Covergirl’s new message is a major step in the right direction. It’s not every day that one of the biggest names in beauty decides to take their iconic slogan and make it even more inclusive. Watch the short video and let us know what you think.