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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. 10 with the tag “I Am What I Makeup," marking the end of the "Easy,...

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• By Malcolm Spicer

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