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CoverGirl replaced its 'easy, breezy, beautiful' slogan with something completely different

INSIDER logoINSIDER 2017-10-10 (Daniel Boan)
issa rae cg © Provided by Business Insider Inc issa rae cg

The INSIDER Summary: 

-CoverGirl is ditching its iconic "Easy, Breezy, Beautiful" slogan.

-The brand's new slogan will be "I am what I make up.

-"It's part of a major rebranding and ad campaign featuring Issa Rae, Katy Perry, and Ayesha Curry.

-The new slogan has divided people on the internet, with many people upset to see the old slogan go.

-Others like the new slogan and the brand's more inclusive rebranding.


(Video by Wochit)

A catchy slogan can go from a simple marketing tool to part of the pop culture lexicon forever. That's exactly what happened with "easy, breezy, beautiful" for CoverGirl, but now the cosmetics company is going a completely different direction.The popular makeup brand revealed that it is replacing its iconic slogan with: "I am what I make up."

Covergirl new slogan © Provided by Business Insider Inc Covergirl new slogan

The new slogan — which we first read about on BuzzFeed — was officially revealed in an ad campaign featuring Katy Perry, Issa Rae, and Ayesha Curry, who are all faces of CoverGirl.

Ayesha Curry CoverGirl ad © Provided by Business Insider Inc Ayesha Curry CoverGirl ad

The change is a part of CoverGirl's rebranding to reflect shifting attitudes towards makeup as a form of self-expression. However, like most changes to beloved brands, Twitter is not loving the new direction.

However, others are praising the brand for the inclusive attitude represented in the campaign.

Also read: Blake Lively shows off a shorter hairstyle

Some people think Dove could learn from CoverGirl's rebranding in the wake of its controversial ad.

CoverGirl is planning to completely revamp its packaging and overall branding aesthetic to match the new slogan, so beauty lovers should expect to see lots of changes when perusing the drugstore makeup aisle in the coming weeks.

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