Coty has announced the new transformation of its Covergirl brand, with the slogan ‘I am what I make up’, signalling a movement towards the celebration of diversity and expression.

Reinventing the company’s 60-year history and moving on from its previous tagline of ‘Easy, Breezy, Beautiful’, Covergirl will now focus on avoiding ‘unrealistic and idealized category standards’ and work on encouraging consumers to embrace their unique identities through make-up.

Ukonwa Ojo, Senior Vice President Covergirl, said, “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. 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.”

To support the transformation, Coty has launched a long-form film named Made in the Mirror featuring six Covergirls Ayesha Curry, Issa Rae, Katy Perry, Massy Arias, Maye Musk and Shelinda Moreda. The famous faces and influencers were chosen for being ‘boundary-breakers, cultural change-agents and true makeup-lovers’ and are said to represent the brand’s new vision.

The new direction will be seen across all areas of the brand such as packaging, logo and tagline, in-store experience and product design, rolling out throughout 2017 and 2018.