Coty to transform and relaunch CoverGirl makeup brand

Coty is set to reinvent and relaunch its CoverGirl makeup brand beginning with a redefined slogan of ‘I Am What I Make Up’.

The multifaceted transformation will include packaging, product design, in-store services, logos, and tone changes across all communications.

In addition to addressing cultural assumptions on makeup, the new mission is expected to translate into growth potential for the firm’s business.

Coty CoverGirl senior vice-president Ukonwa Ojo said: “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.”

The firm intends to start the new initiative with ‘Made in the Mirror’ long-form film scheduled to be launched through the next few months of this year.

The film is intended to inspire the brand’s vision through CoverGirl representatives, TV personality Ayesha Curry, actress Issa Rae, singer Katy Perry, personal trainer Massy Arias, model Maye Musk, and professional motorcycle racer Shelina Moreda.

CoverGirl is part of Coty’s consumer beauty division that primarily includes colour cosmetics, mass retail hair colouring and styling products, body care, and mass fragrances.