CoverGirl's New Campaign
CoverGirl is one of the most recognizable cosmetics brands in the world and recently received a major brand makeover. In October 2017, CoverGirl rid their iconic 60-year-old tagline “Easy, Breezy, Beautiful” for a more inclusive slogan “I Am What I Make Up”.
The rebranding was hit with mixed reviews.
Opinion
Viewed from a sociological perspective, I find this rebranding a good step in using makeup as a tool for creativity and not a necessity for desirability. The makeup industry is changing with society: with the erosion of trust, craving for authenticity, and increase in online shopping, modern makeup companies are reflecting shifts in social identity by creating reliable products while offering a unique e-commerce experience. However, CoverGirl’s rebranding seemed incomplete when it came to embracing individuality and self-expression on their website.
Redesign
With a new brand should come a new, exciting energy. I redesigned CoverGirl’s website with more vibrancy and emphasized individuality with unique beauty shots and useful features for the diversity of customers. I wanted the redesign to encourage customers to be their own creator.
Tools
Sketch, Illustrator
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