“What’s the world for you if you can’t make it up the way you want it?”
The one minute 39 second video features "Insecure" writer and actress Issa Rae, cookbook author and NBA wife Ayesha Curry, motorcycle racer Shelina Moreda, fitness trainer Massy Arias, Katy Perry and Maye Musk, registered dietician and the mother of SpaceX CEO Elon Musk.
"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," Katy Alonzo, director of Covergirl's ad agency Droga5, told Fast Company.
At the end of the ad, the new slogan flashes across the screen: I am what I make up.
The idea is that makeup -- and identity -- are what individuals shape it to be, as opposed to people being shaped and boxed in by their looks.
“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,” Ukonwa Ojo, senior vice president of Covergirl, said in a statement. “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. This is bigger than a new campaign or a tagline. We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how and why people wear makeup.”
— COVERGIRL (@COVERGIRL)
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CoverGirl will also rebrand its packaging, product design, logo, tone and feel of communication across platforms, Billboard reported.