CoverGirl was unseated as the top mass beauty brand, but its outdated brand image threatened the brand’s ability to uphold its category status long-term.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.

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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.

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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.