CoverGirl: I Am What I Make Up

  • In 2017, iconic brand CoverGirl launched an ambitious effort to reinvent the beauty category and communications. The beauty category and consumer have evolved significantly, and CoverGirl is taking a bold step into the future to spark a provocative cultural conversation and put forth a modernized, revamped CoverGirl to the world. Enter “I Am What I Make Up”—a movement and mission marking the biggest reinvention in CoverGirl’s history (also their new tagline).

    Droga5’s transformation for CoverGirl touches all areas of the brand, including in-store experience, a new logo, tagline and look, tone and feel across all communications.

    In addition, Droga5 delivered a new photography approach, redesigned the print advertising layouts and modernized in-store signage. The overall visual approach was modernized, from in-store photography to e-commerce, creating a look and feel that’s more authentic yet still elevated.