1. HBW Insight
  2. >>Beauty
  3. >>Business
  4. >>Strategy

Coty's Remade CoverGirl Taps Zeitgeist With 'I Am What I Makeup' Tag

 
• By Jamie Hammon

Coty Inc. is championing uniqueness, authenticity and "unapologetic" self-expression with its CoverGirl relaunch, officially announced Oct. 10. With its new tagline "I Am What I Makeup," CoverGirl joins a growing number of brands that are distancing themselves from conventional beauty norms and putting each and every consumer at the receiving end of their empowerment messages.

[Coty Inc.]'s reinvented CoverGirl aims to capture the zeitgeist with a new tagline, spokeswoman ensemble and messaging that celebrates individual choice, freedom of expression and self-determination.

The iconic brand relaunched Oct

Read the full article – start your free trial today!

Join thousands of industry professionals who rely on HBW Insight for daily insights

  • Start your 7-day free trial
  • Explore trusted news, analysis, and insights
  • Access comprehensive global coverage
  • Enjoy instant access – no credit card required
Start Free Trial

Already a subscriber?

More from Strategy

More from Business

Beiersdorf Repositioning In China Will Get Boost From Thiamidol Launch

 
• By Eileen Francis

Beiersdorf AG hit some initial bumps with a repositioning of its business in China, but the firm is optimistic about the rollout of Thiamidol Skin Care In 2026.

Revlon Names North American President As Shiseido America CEO Resigns; Beauty News Roundup

 
• By Eileen Francis

Revlon Group Holdings LLC announces Dana Medema, formerly VP and head of Personal Health in North America for Philips, will serve as president, North America. Separately, Shiseido Company, Ltd. reports Ron Gee has resigned as Americas Region CEO and will be replaced on an interim basis by Alberto Noe.

L’Oréal, LVMH On First Quarter Challenges

 
• By Eileen Francis

L’Oréal Groupe reports in a first quarter presentation that its US business was more challenging than anticipated, while China “was slightly less bad” and Europe represented the best growth contributor. Separately, LVMH's Sephora sees ‘less momentum’ in its US business as competitor Amazon takes an aggressive position on beauty pricing.