CoverGirl Says Au Revoir to “Easy, Breezy, Beautiful”

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Sometimes even beauty brands need a makeover. And CoverGirl, who announced this morning that it would be adapting “I Am What I Make Up” as its new slogan—is no exception. But after six decades of of being “Easy, Breezy, and Beautiful,” what sparked the change?

“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” explained Ukonwa Ojo, vice president of the cosmetics brand. “We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how and why people wear makeup.”

To start the conversation CoverGirl produced a short film entitled Made in the Mirror starring six of its newest ambassadors: Katy Perry, Issa Rae, Maye Musk, Ayesha Curry, motorcycle racer Shelina Moreda, and trainer Massy Arias. The clip (seen above) sees every woman in their elements while showcasing each of their individual looks.

Of course, those who have been following the brand know that this shift has been happening for some time now, most notable in its range of ambassadors, with most notably James Charles, the first male face of the brand. While we’re sad to see the “Easy, Breezy” legacy—and all the old-school campaigns with Christie Brinkley and Tyra Banks—go, “I Am What I Make Up” is a more contemporary, empowering message that feels more in line with today.

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