Covergirl Names Droga5 Its New Lead Creative Agency

Grey New York previously held the account for 26 years

Droga5 takes on the role of creative lead for CoverGirl. CoverGirl
Headshot of Katie Richards

Coty brand CoverGirl has named Droga5 its new lead creative agency, following a review. The change is effective immediately.

“We’re excited to partner with Droga5 on the CoverGirl brand, an icon in beauty with incredible equity. Droga5’s creativity and partnership will help us bring a new perspective to beauty for this phenomenal brand,” Ukonwa Ojo, svp, CoverGirl, Coty, said in a statement.

Droga5 takes over the account from Grey New York. According to the agency’s website, CoverGirl had been a client since 1991. In that time, Grey created some of the brand’s most recognizable campaigns including the popular “Girls Can” work starring Katy Perry from 2014.

“This is a huge opportunity to bring a fresh point of view to a deeply loved American brand. 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,” Sarah Thompson, Droga5 global CEO, said in a statement.

Last year the Coty brand announced James Charles would be the brand’s first male CoverGirl. The brand stated at the time that Charles would be a big part of the brand’s marketing moving forward.

Neither party would disclose any financial details of the deal.

@ktjrichards Katie Richards is a staff writer for Adweek.