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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Droga5 Launches CoverGirl Brand Revamp with ‘I Am What I Make Up’

11/10/2017
Advertising Agency
New York, USA
945
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Katy Perry, Ayesha Curry, Issa Rae and more star in spot directed by Prettybird’s Matt Lambert
Droga5 has launched the biggest reinvention in COVERGIRL’S 60-year history with the new tagline ‘I Am What I Make Up’. 

It includes a new logo and tagline; updated package design; a refreshed approach to product design; a new look, tone and feel for all communications, starting with eight films starring our tribe of COVERGIRLs and featuring supporting hero products; plus holistic print, social, and in-store communications assets.

In addition to film assets, the agency delivered a new photography approach, redesigned the print advertising layouts and modernised in-store signage. The overall visual approach was modernised from the in-store photography to e-commerce, creating a look and feel that’s more authentic yet still elevated.

The campaign’s main film, ‘Made in the Mirror’ is directed by Matt Lambert of Prettybird, and features six COVERGIRLs, most of whom were recently announced. They include chef, TV personality and author Ayesha Curry; actress, writer and YouTube sensation Issa Rae; singer and superstar performer Katy Perry; personal trainer Massy Arias; 69-year-old model and dietician Maye Musk; and professional motorcycle racer Shelina Moreda. It begins with a quote from Nobel and Pulitzer prize-winning author Toni Morrison and is set to Jefferson Airplane’s track “And I Like It.”



Ukonwa Ojo, SVP COVERGIRL, Coty, says: “In leading the relaunch, we started with the insight that people no longer strive for a singular standard of beauty, but use makeup as a tool for self-expression and personal transformation. COVERGIRL has always been inclusive and is known for pushing the boundaries of what it means to be beautiful, which means we have a responsibility to elevate how we connect and communicate with people. This is bigger than a new campaign or a tagline. We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how and why people wear makeup.

Laurent Kleitman, President, Coty Consumer Beauty, adds: “The new COVERGIRL positioning is an important example of Coty’s purpose to celebrate and liberate the diversity of beauty. Beauty should make people happy, and when we champion individuality and self-expression, that’s when we see its true power.

“We believe this new mission will resonate with millions of people who feel overlooked by the beauty industry today. COVERGIRL has a huge opportunity to make a difference and we are confident our vision will translate into growth potential for the business.”
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