AGENCY
MMC
David Droga, Creative Chairman
Alexander Nowak, Executive Creative Director
Jonny Bauer, Global Chief Strategy Officer
Katy Alonzo, Group Strategy Director
Nika Rastakhiz, Strategy Director
Cecilia Diaz, Senior Strategist
Michael Pignone, Senior Communications Strategist
Anthony Khaykin, Data Strategy Director
Ray Smiling, Creative Director
Shannon Washington, Creative Director
Zenith
SUMMARY
In 2017, COVERGIRL had to modernize itself in the face of constant new news from niche and prestige brands. So we did something unprecedented: we changed beauty's most memorable tagline.
COVERGIRL's new line, I Am What I Make Up, was an important update to "Easy, Breezy, Beautiful." It reframed prescriptive understandings of makeup and celebrated it as an act of self-expression.
This brought about a cultural reappraisal, with COVERGIRL at the helm, and resulted in double-digit sales growth and increased market share for the brand.
