I love seeing old brands evolve and get with the times. It is refreshing to me, as the consumer, and extremely crucial, as a marketer, that they accept that consumer behavior changes before data picks it up. Having the talent (or notion) to recognize what the new consumer wants is a different one from the talent whose task is to convince a millionaire board room of stakeholder$ that the product has to have a human impact first. CoverGirl's new slogan represents what our generation needs, confidence in our individuality.
The memorable slogan, "Easy, Breezy, CoverGirl", suggested once makeup was one size only. The new tagline, 'I am What I Make Up,' is "designed to challenge cultural perceptions around makeup and when, where and why its worn. CoverGirl believes that giving its target consumers permission to do whatever they want with makeup will help the brand stand out from the crowd, especially at a time of heightened competition and massive shifts in the category prompted by disruptor brands." - B.I.
The Beauty industry is slowly adapting to the redefinition of what beauty essentially is. It is not synonymous with makeup, for once. I am happy to see a more inclusive and endearing approach to selling makeup. Especially from big corporations who have big control of the market. It's nice to treat people with thoughtful brand messaging and see past our wallets.