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CoverGirl Just Rebranded, and We Kind of Love It

CoverGirl's new slogan is pretty awesome

Over the past few weeks, CoverGirl has been rolling out their new spokespeople, one by one -- and it turns out, the exciting new picks were part of a massive rebranding campaign.
Issa Rae
First, there's the fact that the new roster of CoverGirls is notably diverse: The campaign includes pop singer Katy Perry, writer/actress (and rapper) Issa Rae, chef/TV personality Ayesha Curry, model/dietician Maye Musk, fitness trainer Massy Arias and motorcycle racer Shelina Moreda. Of course, CoverGirl has historically been quite inclusive, with past spokespeople including famous faces from Sofia Vergara to Ellen DeGeneres, to James Charles.
Massy Arias
The brand has also changed their logo into something more minimalist and starkly modern. And, perhaps most shockingly of all, they've done away with their iconic "Easy, Breezy, Beautiful" slogan, and have replaced it with "I Am What I Make Up" (or, rather, "#IAmWhatIMakeUp"). "This is bigger than a new campaign or a tagline," explained CoverGirl Senior Vice President Ukonwa Ojo in a press release. "We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how and why people wear makeup."
Maye Musk
The new rebranding was displayed to full effect in the brand's "Made In The Mirror" film, which notably opened with a quote from Toni Morrison: "What's the world for you if you can't make it up the way you want it?"
Ayesha Curry
Plenty of food for thought, no?

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