New Covergirl Logo and Slogan

Like the old Taylor Swift—the old Covergirl can’t come to the phone right now. Why? Because today, the beauty company announced the first of some sweeping changes, starting with the retirement of the iconic “easy, breezy, beautiful” slogan and the introduction of a brand-new logo. The new slogan is, drumroll please, “I Am What I Make Up.”

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The brand’s relaunch is kicking off with a film called Made In The Mirror featuring current Covergirls Issa Rae, Ayesha Curry, Katy Perry, Maye Musk, fitness trainer Massy Arias and professional motorcycle racer Shelina Moreda.

“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,” says Ukonwa Ojo, the SVP of COVERGIRL. “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.”

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Covergirl will look a whole lot different starting today, with a full-on overhaul of every product coming in 2018. The first product featuring the new logo just dropped, a mascara called Peacock Flare. The light and airy formula gives natural-looking lashes with tons of separation, and it doesn’t hurt that the handle is squishy and comfortable to hold.

Covergirl Peakcock Flare Mascara, $8.99;


You can watch Made In The Mirror over on Covergirl’s (also new) website—and keep your eyes peeled for the new products hitting stores early next year. Spoiler alert: the trendy, glittery, contoured-and-baked products you’ve been craving at the drugstore will soon be a reality.

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