Total Brand Makeover

July 03, 2018

Total Brand Makeover

COVERGIRL IS GOING THROUGH A TOTAL BRAND MAKEOVER - THE BIGGEST REINVENTION IN ITS 60-YEAR HISTORY - STARTING WITH A POWERFUL NEW EXPRESSION OF ITS PURPOSE: “I AM WHAT I MAKE UP”. HERE MONIQUE SMITH - MARKETING DIRECTOR – COTY CONSUMER BEAUTY AUSTRALIA & NEW ZEALAND SHARES THE STORY WITH ESPRIT READERS!

COVERGIRL’s transformation has been driven by relooking at how the modern woman today engages with beauty – a different approach to beauty that speaks to why we all turn to, and love makeup so much. In talking to makeup lovers, whether in research or via social listening, we learned that people see makeup as so much more than a cosmetic, but a way to express who they are, and who they want to be, to the world. Makeup then becomes a powerful tool for transformation and self-expression. They also told us that how they express themselves can change quite significantly based on a mood, a mindset, a moment in time…sometimes multiple times in one day! You’re still you, but can use makeup to show off those different elements of your identity. We like to say COVERGIRL exists at the intersection of authentic and aspirational. This inspired our new vision: “I Am What I Make Up.” Because makeup gives us the power to create and express who we are, and who we want to be on any given time, day, situation or feeling! 

I Am What I Make Up is bigger than a new campaign or a tagline, and moving away from Easy Breezy Beautiful COVERGIRL - one of the most iconic tag lines in beauty - was a bold, brave move. However we needed to evolve and enter this new approach to beauty that women relate to. Because we are all who we make up on any given day – with a little foundation, lipstick, brow and highlighter.

We’re evolving what it means to be a COVERGIRL. Our founder’s ambition was that the makeup of COVERGIRL was to be accessible to everyone. Yet we typically only featured models, singers or actresses in our communication, and they were on a set or in a studio. While famous faces are still absolutely important to the brand, we wanted to show people in context, and in a more multi-dimensional way to bring the insight to life. This means a new tribe of COVERGIRL girls to represent us.

Katy Perry - Veteran Covergirl & mega star – brings I Am What I Make Up to life by saying – ‘It’s very exciting to have this canvas that can change…it is however I feel’.

Maye Musk – 70 year old model for over 50 years, dietician and mother to Elon Musk and recently named Covergirl …with the best hashtag in the business:
#justgettingstarted
To her… I Am What I Make Up …is exactly how I am she says. ‘Because how I do my make up is how I am doing things that day. It really transforms me because I have quite a playing canvas.’

Shelina Moreda – Professional motorcycle racer, first female to compete at the Indy Raceway, farm girl and now a Covergirl. ‘It encompasses my whole life. I started racing as a dream – I made this whole thing up. And every time that I go to the track, I want to put my makeup on. It makes me feel strong. It makes me feel badass. It’s what I want.’

If our core belief is rooted in the fact that makeup helps you express whomever you are, or whoever you want to be, to the world…and who that is could fluctuate based on a variety of circumstances…AND we represent an extremely diverse group of people...that meant we really needed to step up and ensure our range of products could meet all of these needs. COVERGIRL had historically been quite focused on mascara and foundation innovation, and both of those categories remain critical for the brand, but we’re seeing so much growth in complementary products that are essential to achieving a total look: contouring and highlighting, brows, glitter, glosses, etc. It was really important that we offer the full range.

There is so much consumer love and loyalty for this brand that has been
sitting dormant for the last few years in Australia – and to bring it back by offering even more value to the consumer is really exciting. Same great formulas and iconic products they know and love, with new innovation inspired by prestige, at affordable prices in enviable sleek new and smart packaging that women can
be proud to take out of their handbag. We’re bringing that savvy shopper back to our mass retailers and driving the value equation for consumers and retailers.




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