CoverGirl has a brand new tagline, thanks to the beauty brand’s new advertisement campaign starring HBO’s “Insecure” star Issa Rae, pop star Katy Perry and more.
In a new video shared this week, the former Procter & Gamble cosmetics company, which was purchased by beauty products manufacturer Coty, Inc. last fall, unveils its first look at CoverGirl’s fresh revamp from New York-based advertising agency, Droga5.
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The clip, which introduces the beauty brand’s new tagline, “I Am What I Make Up”, stars new CoverGirls, including actress Ayesha Curry, 69-year-old Canadian model Maye Musk, motorcycle racer Shelina Moreda, personal trainer Massy Arias, as well as Rae and Perry.
Curry told us why she felt so empowered by the campaign, watch below.
According to Adweek, Ukonwa Ojo, the senior vice president at CoverGirl, explains the new concept is about celebrating women and “the role that makeup plays in their lives,” saying, “When women got it right they really did feel that they could conquer the world.”
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Katy Alonzo, the group strategy director at Droga5, adds that the video refresh, which shows the various stars getting ready for their days, is made to “reflect a very positive cultural mood where women don’t want to be dictated to and told what is beautiful.”
Speaking with the outlet, Alonzo says that the new ad campaign has also taken “the idea of beauty out of the male gaze” to instead “really talk about beauty as a way that women authentically work and transform their identities every single day.”
