CoverGirl Axes Its ‘Easy, Breezy, Beautiful’ Slogan, And People Are Upset
By Izza Sofia, 12 Oct 2017
CoverGirl cosmetics has announced the end of an era, shuttering the 60-year iconic slogan, “Easy, Breezy, Beautiful” and replacing with a brand new tagline, “I Am What I Make Up.”
“Introducing our new COVERGIRLS and a new #COVERGIRL. #IAMWHATIMAKEUP celebrates the power of every individual to create who they are and who they want to be. We couldn’t be prouder of these #coverGirlBosses:
@ayeshacurry, @issarae, @shelina93racing, @mayemusk,
@katyperry, and @massy.arias! #COVERGIRLMADE,” the brand captioned their video on Instagram.
The short film features CoverGirls actress Issa Rae, chef Ayesha Curry, fitness guru Massy Arias, pro motorcycle racer
Shelina Moreda and 69-year-old model Maye Musk, along with veteran celebrity spokeswoman for the brand since 2013, Katy Perry.
In a statement, CoverGirl said the new tagline “aims to inspire people to embrace their unique identities and unapologetically create any version of themselves through makeup.”
However, Twitter is not loving this new direction. Comments like “@COVERGIRL your new slogan sucks. That’s all.” and “Covergirl changed their slogan my week is ruined,” have surfaced on social media.
CoverGirl will also reinvent its packaging, product design, logo, tone, and feel across all communications.
rip to the covergirl slogan aka MY CHILDHOOD— ashley (@therealashL) October 10, 2017
Covergirl changed their easy breezy beautiful slogan ??? Without my consent??— Ash Walczak (@ashleighwalczak) October 10, 2017
I literally say the slogan whenever something is easy: "Oh, that homework was just easy, breezy, beautiful covergirl."....bring.it.back! https://t.co/nXUGMdyBqm— Rocco Vasconi (@vasconiRocco) October 10, 2017
[via Business Insider, opening image via YouTube]
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