Covergirl Changed Its Famous "Easy, Breezy, Beautiful" Slogan to Something New


For years, Covergirl has been synonymous with its "easy, breezy, beautiful" slogan. For many of us drugstore beauty devotees, it's all but ingrained in our memory (especially if you were an America's Next Top Model fan—we would hear this slogan 100 times per episode while contestants filmed their individual commercials).

But as always, times change, the tides turn, and the world evolves for the better. In Covergirl's case, this comes in the form of a total rebranding, affecting everything from its celebrity ambassadors to its packaging, and, yes, even that famous slogan.

Out with the old, in with the new, right? Now when you go to pick up a new tube of LashBlast Mascara ($6), expect to see the words "I am what I make up." According to the brand, this new slogan better encapsulates the vision of the brand, which is one of positivity, creativity, and inclusiveness. Keep scrolling to see the new ad campaign and Covergirl logo.

To kick-off the rebranding, the brand launched this video, featuring five of its new celebrity ambassadors, which were announced over the course of the last month. First, was actress, writer, and producer Issa Rae. Then, celebrity chef and Food Network star Ayesha Curry joined the Covergirl brand. Finally, came 69-year-old model Maye Musk, and two badass professional athletes, Shelina Moreda and Massy Arias. (Longtime ambassador Katy Perry is featured as well.)

Clearly, Covergirl has welcomed an amazing group of women to the brand, all of which have made names for themselves through their own successful careers—whether that's in film, the food world, or modeling. We applaud this newfound focus on representation and diversity, as it's unfortunately all too rare in the beauty industry.


This is the new logo that the brand will launch on all of its products and packaging moving forward. "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 executive Ukonwa Ojo said in a statement. "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."

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