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Covergirl's Reinvention Confronts Beauty Norms

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  • Maye Musk
  • Ayesha Curry
  • Issa Rae
  • Massy Arias @covergirl / via Instagram
  • Shelina Moreda @covergirl / via Instagram

After years of being "Easy, Breezy, Beautiful," Covergirl is ready for a makeover. 

Coty announced the brand's reinvention today by stating its new purpose, "I Am What I Make Up," and pledging to help people "embrace their unique identities and unapologetically create any version of themselves."

According to the company, everything from packaging to product design to tagline and logo to tone and feel across all communications will be affected by the rebranding. 

To celebrate Covergirl has released a short film (see below), "Made in the Mirror," which features six Covergirls, including Katy Perry, Maye Musk, Issa Rae, Ayesha Curry, Shelina Moreda and Massy Arias. 

Ukonwa Ojo, senior vice president Covergirl, Coty, stated, “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. Covergirl has always been inclusive and is known for pushing the boundaries of what it means to be beautiful, which means we have a responsibility to elevate how we connect and communicate with people. 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.”