The relaunch of a well-known product that has been around forever is never easy. It takes time, planning, testing, buy in from the ground up to the C-suite and plenty of hard work and long hours.
The cosmetics brand CoverGirl has been undergoing just such a radical transformation for about a year. The brand was founded in 1961 by the Noxzema Chemical Company, acquired by Procter & Gamble in 1989 and then acquired again by Coty in 2016. That’s when Ukonwa Ojo, stepped in to lead the relaunch after she joined Coty in October 2016 as senior vice president of CoverGirl. She arrived after a stint at Unilever as senior global director of the Knorr brand.
Digiday takes us behind-the-scenes for a breakdown of the relaunch so far, however there is “still a long road ahead,” Ojo told Digiday.
The new work features an advertising makeover that includes retiring the brand’s well-known tagline, “Easy, Breezy, Beautiful,” and debuting last month the new line, “I Am What I Make Up.”
This message of empowerment and diversity in the CoverGirl rebrand is spread by new faces that include, an actress, a Food Network host, motorcycle racer, singer, fitness influencer and a 69-year-old model.
Research and experimentation in areas like in-store digital advancements, social listening and focus groups led the creative team at ad agency Droga5 through the journey to the creative and messaging that would headline the first new campaign, “Made in the Mirror.” There are also plenty of behind-the-scenes changes within the marketing department and plans next year to add more influencers and a web series, Digiday reported.
View CoverGirl’s introductory rebrand video: