The brand is debuting a new slogan — and five new CoverGirls
Prospective ANTM contestants can take a collective sigh of relief — “Easy, breezy, beautiful,” that iconic CoverGirl slogan, is no more. After 60 years, the drugstore beauty brand is getting a probably much-needed revamp in the form of a new tagline and new faces — namely Issa Rae, Ayesha Curry, Maye Musk and more.
CoverGirl’s new slogan is “I Am What I Make Up,” which is probably based on the Toni Morrison quote, “What’s the world for you if you can’t make it up the way you want it?” In an Instagram post introducing their new campaign, the brand said “Introducing our new COVERGIRLS and a new #COVERGIRL. #IAmWhatIMakeUp celebrates the power of every individual to create who they are and who they want to be. We couldn’t be prouder of these #coverGirlBosses: @ayeshacurry, @issarae, @shelina93racing, @mayemusk, @katyperry, and @massy.arias! #COVERGIRLMADE.”
YouTuber James Charles was CoverGirl’s first male spokesmodel in 2016. Ayesha Curry, cookbook author and TV personality, is the brand’s first spokesperson who isn’t an actress, singer, or entertainer, Billboard reports. The video ad debuts the newest CoverGirls: Curry, Insecure’s Issa Rae, Maye Musk (69-year-old model and mother of Elon Musk), Katy Perry, pro motorcyclist Shelina Moreda, and fitness trainer Massy Arias.
You can watch the new ad here.