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Last fall Procter & Gamble officially spun off several beauty brands, including CoverGirl, to Coty, and that ownership shift elevated CoverGirl’s brand status. Instead of being one of the lowest priority brands at P&G, it’s now one of the highest priority brands at an organization that’s purely focused on beauty, explained CoverGirl svp of Ukonwa Ojo. As a result of that focus, CoverGirl got a complete revamp, with a new tagline and brand positioning from creative shop Droga5.
“The more that we talked to the women and realized the role that makeup plays in their lives, it just dawned on us that makeup was so much more than the cosmetic,” said Ojo.
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