Inside CoverGirl's Quest to Modernize Its Message

Celebrating the Power of Makeup, Removing the 'Male Gaze'

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.