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COVERGIRL
The beauty category and beauty consumer have evolved significantly,
and COVERGIRL is taking a bold step into the future to spark a provocative cultural conversation
and put forth a modernized, revamped COVERGIRL to the world.
Enter “I Am What I Make Up” - a movement and mission marking the biggest reinvention in COVERGIRL’s history.
Beauty stories that remove the male gaze and insert the female gaze - one of power, confidence and strength.
Beauty for any world you create.
Our transformation for COVERGIRL touches all areas of the brand, including broadcast,
print, social, in-store experience, a new logo,tagline and look, tone and feel across all communications.
The latest: Code Clean. The idea to include a group of real, young women who are active and successful in very real world that has never before been associated with beauty - technology and computer science. Featuring current Girls Who Code Inc. members, Abby, Danille and Anna.
https://www.teenvogue.com/story/covergirl-girls-who-code-campaign-exclusive