Having grown up seeing COVERGIRL ads, it was an honor to be part of the biggest relaunch in the history of the brand. After 21 years, we changed their famous tagline from “Easy, Breezy, Beautiful” to “I am what I make up.” The new brand message celebrates the power to express any side of who you are, who you want to be, at any moment, through makeup.
This was reflected in a new tagline and logo, new film and photography approach, 100x new products, new packaging and retail experience and five new COVERGIRLs. The campaign garnered 97.3% earned media value, 1125% increase in engagement, increase in sales + stock and a total of 13.5 billion impressions.