‘Easy, Breezy, Beautiful…’
CoverGirl, a makeup brand has had the same iconic slogan for the past 60 years: Easy, Breezy, Beautiful. However as of October 11 2017, the mega beauty brand has given their company a whole new makeover with a wider variety of CoverGirl ambassadors and a new slogan. This strategic move is providing CoverGirl with a new look that compliments the evolution of societal beauty standards.
https://www.youtube.com/watch?v=yARn15Ks1DE
Rather than asking “what else can we make”, CoverGirl asked “what else can we do for our customers”. This allowed them to solidify their previous value proposition, thus allowing them to take a step further in differentiating themselves to other cosmetic brands with their new slogan: #IAmWhatIMakeUp. This slogan embraces every individuals’ uniqueness as beautiful.
According to SVP Ojo, “(CoverGirl) 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.”. Therefore, CoverGirl’s marketing strategy is to effectively align its business value with those of society.
In Dani’s ‘The Power Of Makeup’ blog, she speaks about how society “makeup shames” people for expressing themselves through cosmetics. Interestingly, her post dates back to 2015, showing that makeup has been a tool for self-expression for a while, however marketing has neglected to acknowledge this.
Although I believe Ojo’s statement is flawed as to saying that people “no longer” try to obtain a certain beauty standard, I applaud CoverGirl’s marketing strategy as they are capitalizing on the playing field of promoting inner beauty unlike majority of its competitors.
Moreover, CoverGirl was already a well-positioned brand and by changing their iconic slogan posed for many potential risks. Nonetheless, the strategic move to revamp its brand shows the importance for a business to continually update their brand to keep up with society in order to gain a stronger competitive advantage, despite already being successful.
Interestingly, in addition to the new inclusive slogan, the brand has acquired a wider variety of ambassadors: Popstar-Katy Perry, Personal Trainer-Massy Arias, 69-year old Dietitian-Myne Musk, and Professional Motorcycle Racer-Shelina Moreda.
Personally this move resonates strongly with me as it is comforting to see a wide array of women ranging in age, race and professions who are all promoting one goal: individuality is beautiful.
As a consumer, I am enticed to use CoverGirl products as opposed to competing brands as I feel as though CoverGirl does not make me feel obligated to obtain a certain beauty standard, but rather encourages me to embrace who I already am, hence #IAmWhatIMakeUp.
From ‘Easy, Breezy, Beautiful’ to ‘I am what I makeup’, CoverGirl is a powerfully evolving cosmetic brand that is helping evolve societal beauty standards.
Word Count: 445
Video Source:
https://youtu.be//yARn15Ks1DE
Blog Source:
https://dirtylooks.com/blog/the-power-of-makeup
Article Sources:
http://www.huffingtonpost.ca/2017/10/11/covergirl-new-slogan_a_23239778/
http://www.businessinsider.com/cover-girl-has-ditches-its-signature-easy-breezy-slogan-2017-10
https://hbr.org/2013/12/when-marketing-is-strategy
https://www.instagram.com/explore/tags/iamwhatimakeup/
Image Source:
https://cdn.vox-cdn.com/uploads/chorus_asset/file/9438109/COVERGIRL_LOCKUP_KO.JPG