Coty selected Droga5 as lead creative agency for its CoverGirl brand, following a review, Adweek reports.
“We’re excited to partner with Droga5 on the CoverGirl brand, an icon in beauty with incredible equity. CoverGirl senior vice president Ukonwa Ojo said in a statement. “Droga5’s creativity and partnership will help us bring a new perspective to beauty for this phenomenal brand.”
The appointment brings an immediate end to the P&G-owned brand’s 26 year relationship with Grey New York, who began working with CoverGirl in 1991.
“This is a huge opportunity to bring a fresh point of view to a deeply loved American brand,” Droga5CEO Sarah Thompson said in a statement. “CoverGirl has always sought to defy traditional beauty conventions and break boundaries through its inclusive approach, and we’re looking forward to continuing to grow the brand’s influence in beauty and culture.”
Last year saw CoverGirl introduced James Charles as the brand’s first male brand ambassador.
Back in December, Grey New York promoted Debby Reiner, who worked on the CoverGirl account for years before becoming global president on the agency’s P&G account, to the role of CEO. Among the more notable CoverGirl efforts from Grey in recent years was 2014’s “Girls Can” campaign with Katy Perry.