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About

(Est. 1961) “CoverGirl is an American cosmetics brand founded in Maryland, United States, by the Noxzema Chemical Company and acquired by Procter & Gamble in 1989 and later acquired by Coty, Inc. in 2016.[1] The Noxell Company advertised this cosmetics line by allowing “cover girls”, fashion models, actresses, and singers who appear on the front cover of women’s magazines, to wear its products. CoverGirl makes up for lack of direct individual customer service by providing a wide variety of cosmetics available at reasonable prices.” (Wikipedia)

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Coty press release

Relevant quote

Coty Inc. today announced the biggest reinvention in COVERGIRL’S 60-year history with a bold vision to redefine the brand, starting with a powerful new expression of its purpose: “I Am What I Make Up.” With an aim to inspire people to embrace their unique identities and unapologetically create any version of themselves, or who they want to be, with makeup, COVERGIRL will celebrate authenticity, diversity and expressiveness while eschewing unrealistic and idealized category standards.

Coty press release

Images (opinion after)

New Logo for CoverGirl Logo with tagline.

New campaign spot.

Opinion

The old logo was a classic, high-contrast sans serif that blended in into the 1980s-90s world of fashion and cosmetics flawlessly just as other fashion brands, magazines, and labels did. The new logo is a new-classic, no-contrast, geometric sans serif that blends in pretty much with the rest of the world. From logos alone, it’s getting harder to tell whether something is a bank, an app, or a line of cosmetics. The only somewhat distinctive element of the new logo are the “R”s, which are slightly off (and they made me realize how quirky the old ones were). In other words, the new logo is fine but completely un-special. They have also ditched their 60-year-old tagline, “Easy Breezy Beautiful”, which was quite recognizable in exchange for “I am what I make up”, which is too close to the new breed of tagline where things don’t make sense. I mean, it does make sense what they are trying to say — that you can be whatever you set to be! — but the play of words with “make up“ is too forced and it would be like Nike’s tagline being “I am what I shoe“. Overall, but acknowledging I am not the target audience, it feels like a “me-too!” change that doesn’t add much to the brand.