I AM WHAT I MAKEUP
BRAND STRATEGY DEVELOPMENT
CoverGirl was unseated as the top mass beauty brand, but its outdated brand image threatened the brand’s ability to uphold its category status long-term. To remain competitive in mass and among emerging digitally-based brands like Glossier and HudaBeauty, CoverGirl needed a new look and philosophy.
Through trends and cultural research, I helped to uncover a key category and consumer insight: makeup gives women the power to transform themselves into whatever version of themselves they want to be, but culture tells them it’s not okay to enjoy this power.
Using this insight, CoverGirl relaunched its entire brand, including a new logo, tagline and look, tone and feel across all communications. Its new philosophy, I Am What I Make Up, celebrated every woman’s power to create who is and who she wants to be, challenging the shaming and vilification of makeup-loving women.