Covergirl ditches their “Easy, Breezy, Beautiful” slogan in a stylish new rebranding campaign with Insecure star Issa Rae, Katy Perry, Ayesha Curry, 69-year-old beauty Maye Musk (mother of Elon!), motorcycle racer Shelina Moreda, and fitness guru Massy Arias. The commercial begins with a Toni Morrison quote from her 1992 novel Jazz, “What’s the world for you if you can’t make it up the way you want it?” The message (according to Covergirl) is that identity is what we shape it into—not what the world or anyone else does.
“Traditionally in the category, it had always been women being transformed for very superficial, vain reasons,” Katy Alonzo, director of Covergirl’s ad agency Droga5, told Fast Company. “In a lot of ways, it was because the category had been stuck in a male gaze. So we wanted to rewrite a lot of those conventions… What we wanted to do, through the talent we chose to work with, is honor who they are, their stories, and the context that beauty plays within their lives.”
Fab! Watch below. (Love the Jefferson Airplane song!)