CoverGirl Is Getting a Makeover—and It’s a Good Look | Glamour


 shared her interest in CoverGirl’s new campaign in a recent Glamour article. The new campaign replaces CoverGirl’s long-time slogan, Easy Breasy Beautiful CoverGirl. The new slogan is I Am What I Make Up.
Gone are Ellen Degeners and Queen Latifah. The new CoverGirls are Issa Rae (of HBO’s Insecure), Maye Musk (model and mom of tech mogul Elon), chef Ayesha Curry, fitness trainer Massy Arias, and motorcycle racer Shelina Moreda.
Make no mistake. This shift isn’t a simple slogan refresh. The campaign marks an entirely new theme to guide CoverGirl’s future marcom efforts.

While the slogan points to a positioning strategy tied to values of leadership and empowerment, it immediately reminded me of Under Armour’s I Am What I Want. Imitation is the highest form of flattery. But if others see more imitation than innovation, CoverGirl’s new theme may not inspire its next generation of CoverGirls.

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