Covergirl ditched their Easy Breezy Beautiful slogan and I LOVE their new one - You are what you make up.
Droga5 was the agency behind the campaign,
We made the women of our campaign our subjects, not just objects.
Philosophically (and grammatically), our new tagline wasn’t a description but a statement, a redirection of the typical beauty-marketing focus that, in turn, positioned COVERGIRL products as tools of self-expression.
“Every day, as you stand in front of that mirror with your makeup bag and creativity, you have the opportunity to express who you are to the world and to create who you want to be.” - Ukonwa Ojo Senior Vice President, Covergirl.
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