CoverGirl's "Easy, Breezy, Beautiful" Has Been Replaced By A New Slogan

This is the biggest change in their 60-year history.

CoverGirl has major news! Remember their catchy slogan "Easy, breezy beautiful, CoverGirl?"

cynthia🤘🏽 @CynthiaEliChave

You're lying if you have never stood in front of a fan and said the cover girl slogan as if you were on ANTM

Wed Dec 21 09:17:20 UTC+0000 2016

Well, it's gone. They got rid of it. *Fake faints like Tyra Banks.*

The CW

And they've replaced it with this:

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CoverGirl

"It aims to inspire people to embrace their unique identities and unapologetically create any version of themselves through makeup," CoverGirl explained.

The brand, which has introduced a handful of new ~covergirls~ in the past month, also released a video titled “Made in the Mirror."

CoverGirl / YouTube / Via youtu.be

The mini film stars singer/songwriter Katy Perry, actress Issa Rae, TV personality Ayesha Curry, model Maye Musk, fitness trainer Massy Arias, and professional motorcycle racer Shelina Moreda.

But why would CoverGirl get rid of their iconic slogan? Well, it's part of a major rebranding with hopes of changing how we think about makeup. They believe people don't use makeup to keep up with beauty standards anymore, instead, they use it as a tool to express and transform themselves.

CoverGirl

"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,” said Ukonwa Ojo, CoverGirl's SVP.

CoverGirl says it's also reinventing their packaging, product design, logo, tone, and feel across all communications.

CoverGirl

CoverGirl