The Untold Truth Of CoverGirl

After Coty acquired CoverGirl, the cosmetics line was rebranded. Its iconic slogan "Easy, Breezy, Beautiful, CoverGirl" was retired and replaced with "I Am What I Make Up." The change came about as CoverGirl wanted to emphasize that beauty standards aren't quite so standard as they have traditionally been and that you don't need makeup to be beautiful. 

"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," SVP of CoverGirl, Ukonwa Ojo, said in an announcement (via Harper's Bazaar). "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."