69-year-old Maye Musk - a new 'Covergirl'

Sixty years after its launch, Covergirl is undergoing its “biggest reinvention” in a bid to redefine the brand ‒ and what it means to be beautiful.

Announcing the launch of the brand’s ‘I Am What I Make Up’ campaign yesterday, Covergirl’s vice president Ukonwa Ojo said the brand is aiming to inspire people to embrace their unique identities and unapologetically create any version of themselves, or who they want to be, with makeup.

He said the brand is celebrating authenticity, diversity and expressiveness while eschewing unrealistic and idealised category standards.

“In leading the relaunch, we 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,” he said.

“Covergirl has always been inclusive and is known for pushing the boundaries of what it means to be beautiful, which means we have a responsibility to elevate how we connect and communicate with people.

“This is bigger than a new campaign or a tagline.

“We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how and why people wear makeup.”

The brand’s relaunch began with the release of a video titled ‘Made in the Mirror’ that features six Covergirls ‒ 69-year-old model Maye Musk; chef, TV personality and author Ayesha Curry; actress, writer and YouTube star Issa Rae; singer Katy Perry; personal trainer Massy Arias; and motorcycle racer Shelina Moreda.


Laurent Kleitman, consumer beauty president at Coty (Covergirl’s parent company) said all the Covergirls in the new campaign were “boundary-breakers, cultural change-agents and true makeup-lovers” who “accomplish, empower and inspire as strong representatives of the brand’s vision”.

“The new Covergirl positioning is an important example of Coty’s purpose to celebrate and liberate the diversity of beauty,” he said.

“Beauty should make people happy, and when we champion individuality and self-expression, that’s when we see its true power.”

“We believe this new mission will resonate with millions of people who feel overlooked by the beauty industry today. Covergirl has a huge opportunity to make a difference and we are confident our vision will translate into growth potential for the business.”

She said Covergirl’s multifaceted transformation will touch all areas of the brand, including the logo, packaging and product design; in-store experience; and tone and feel across all communications.