CoverGirl has just released their new Ad campaign and they have ditched their “Easy, Breezy, Beautiful” slogan as they aim to inspire and embody women as multi-dimensional humans, not one-dimensional objects.
In place, CoverGirl is paying homage to literary great Toni Morrison with the hashtag #IAmWhatIMakeUp.
For its new campaign, they enlisted a diverse group of brand ambassadors including Issa, Katy Perry, Ayesha Curry, Maye Musk, Shelina Moreda and Massy Arias to help it not only reflect the diversity of its consumers, but also illustrate the diversity of what beauty is and can be.
The brand says:
Covergirl brings you #IAmWhatIMakeUp, celebrating women’s power to be made in the mirror. The new Covergirl celebrates every woman’s power to create who she is – and who she wants to be.
Join us as we welcome our newest Covergirls: Ayesha Curry, Issa Rae, Shelina Moreda, Maye Musk, Katy Perry and Massy Arias! 🎉