Last year, CoverGirl underwent a total rebranding in which everything from the brand's packaging to its famous "Easy, Breezy, Beautiful" slogan was swapped out. Now we can expect to see a new refined packaging design emblazoned with the brand's new slogan, "I Am What I Make Up."
To go along with the rebranding, the company has launched a bevy of new products, and subsequently, new ad campaigns. These ads feature a diverse and inclusive group of celebrity ambassadors—many of which are brand-new. First, CoverGirl welcomed actress, writer, and producer Issa Rae into its ranks. Then celebrity chef and Food Network star Ayesha Curry joined the brand, and then 69-year-old model Maye Musk.
The brand isn't veering from its new focus on inclusivity and representation any time soon. Its newest foundation campaign features model Amy Deanna. She has a skin condition called vitiligo, which is characterized by patches of skin that lose their pigment on various spots across the body. Instead of covering up the discrepancies in tone, the new CoverGirl video shows Deanna enhancing her unique skin by applying different shades of the brand's TruBlend Foundation ($7).
We see Deanna applying both a fair and deep shade of foundation to her skin before she says, "Why try to blend in when you can choose how to stand out?" We love to see the brand embracing a new demographic of people to represent in a campaign. While featuring a model with vitiligo is a first for CoverGirl, it has been done by other brands before. Just look to supermodel Winnie Harlow, who has graced the covers of various magazines, walked down designer runways, and been featured in other various ad campaigns of her own.
In a press release, Deanna explained that she finds it empowering and important to showcase her skin just the way it is: "Vitiligo awareness is something that is very important to me. Being given a platform to do so means so much. At the end of the day, I am just like everyone else. I just happen to have spots. It's a part of my identity, but it doesn't define who I am. For there to be so many of us and so little representation, it's truly disheartening. I work with CoverGirl; I'm a black woman; I have vitiligo.
That is empowering." We couldn't agree more.
As for the foundation that this ad is centered around, it's formulated to blend away seamlessly while providing the perfect skin tone match. It comes in 21 different shades.