{"id":49,"date":"2017-10-12T22:45:55","date_gmt":"2017-10-13T05:45:55","guid":{"rendered":"https:\/\/blogs.ubc.ca\/jeshint\/?p=49"},"modified":"2017-10-13T11:38:31","modified_gmt":"2017-10-13T18:38:31","slug":"covergirl-gets-a-brand-makeover","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/jeshint\/2017\/10\/12\/covergirl-gets-a-brand-makeover\/","title":{"rendered":"Covergirl Gets A Brand Makeover"},"content":{"rendered":"

\u2018Easy, Breezy, Beautiful…\u2019<\/span><\/h2>\n

CoverGirl<\/strong>, 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.<\/span><\/p>\n

https:\/\/www.youtube.com\/watch?v=yARn15Ks1DE<\/p>\n

Rather than asking \u201cwhat else can we make<\/strong><\/a>\u201d, CoverGirl asked \u201cwhat else can we do for our customers<\/strong>\u201d. 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: <\/span>#IAmWhatIMakeUp<\/span><\/a>. This slogan embraces every individuals’ uniqueness as beautiful. <\/span><\/p>\n

According to SVP Ojo, \u201c(CoverGirl) <\/span>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.\u201d. Therefore, CoverGirl’s<\/span>\u00a0marketing strategy is to effectively align its business value with those of society.<\/span><\/p>\n

In Dani\u2019s \u2018The Power Of Makeup<\/strong><\/a>\u2019 blog, she speaks about how society \u201cmakeup shames\u201d people for expressing themselves through cosmetics<\/span>. Interestingly, her post dates back to 2015, showing that makeup has been a tool for self-expression for a while, however marketing has<\/span>\u00a0neglected to acknowledge this.<\/span><\/p>\n

Although<\/strong> I believe Ojo\u2019s statement is flawed as to saying that people “no longer” try to obtain a certain beauty standard, I applaud CoverGirl’s\u00a0marketing strategy as they are capitalizing on the playing field of promoting inner beauty unlike majority of its competitors. <\/span><\/p>\n

Moreover<\/strong>, 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 <\/span>the importance for a business to continually update their brand to keep up with society in order to gain a stronger competitive advantage<\/span>, despite already being successful.<\/span><\/p>\n

Interestingly<\/strong>, 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. <\/span><\/p>\n

Personally this move resonat<\/span>es strongly<\/strong> with me as it is comforting to see a wide array of women ranging in age<\/strong>, race<\/strong> and professions<\/strong> who are all promoting one goal: individuality is beautiful.<\/span><\/p>\n

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<\/a>.
\n<\/span><\/p>\n

From \u2018Easy, Breezy, Beautiful\u2019<\/em> to \u2018I am what I makeup\u2019<\/em>, CoverGirl is a powerfully evolving cosmetic brand that is helping evolve societal beauty standards.<\/span><\/p>\n

\n

\"\"<\/p>\n

Word Count: 445<\/p>\n

\n

Video Source:<\/p>\n

https:\/\/youtu.be\/\/yARn15Ks1DE<\/p>\n

Blog Source:<\/p>\n

https:\/\/dirtylooks.com\/blog\/the-power-of-makeup<\/p>\n

Article Sources:<\/p>\n

http:\/\/www.huffingtonpost.ca\/2017\/10\/11\/covergirl-new-slogan_a_23239778\/<\/p>\n

http:\/\/www.businessinsider.com\/cover-girl-has-ditches-its-signature-easy-breezy-slogan-2017-10<\/p>\n

https:\/\/hbr.org\/2013\/12\/when-marketing-is-strategy<\/p>\n

https:\/\/www.instagram.com\/explore\/tags\/iamwhatimakeup\/<\/p>\n

Image Source:<\/p>\n

https:\/\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/9438109\/COVERGIRL_LOCKUP_KO.JPG<\/p>\n","protected":false},"excerpt":{"rendered":"

\u2018Easy, Breezy, Beautiful…\u2019 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 […]<\/p>\n","protected":false},"author":50805,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-49","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/jeshint\/wp-json\/wp\/v2\/posts\/49","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/jeshint\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/jeshint\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/jeshint\/wp-json\/wp\/v2\/users\/50805"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/jeshint\/wp-json\/wp\/v2\/comments?post=49"}],"version-history":[{"count":20,"href":"https:\/\/blogs.ubc.ca\/jeshint\/wp-json\/wp\/v2\/posts\/49\/revisions"}],"predecessor-version":[{"id":72,"href":"https:\/\/blogs.ubc.ca\/jeshint\/wp-json\/wp\/v2\/posts\/49\/revisions\/72"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/jeshint\/wp-json\/wp\/v2\/media?parent=49"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/jeshint\/wp-json\/wp\/v2\/categories?post=49"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/jeshint\/wp-json\/wp\/v2\/tags?post=49"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}