After 21 years, we changed COVERGIRL’s famous tagline from ‘Easy Breezy, Beautiful’ to ‘I Am What I Make Up.’ The message celebrates the power to express any side of who you are, who you want to be, at any moment, through makeup.

The brand relaunch also includes updated product packaging and beauty photography made more relevant for the modern day woman. The new visual approach can be seen in retail and in print.

There were films spotlighting each COVERGIRL and their makeup. 

And BTS content that was used to announce each woman on their social channels and in PR.

Since the relaunch, COVERGIRL garnered 97.3% earned media, 1125% increase in engagement, increase in sales and a total of 13.5 billion impressions.

The momentum helped pave the way for the opening of their new store in Time Square where the rest of the work comes to life.