COVERGIRL rebrand 2018

After nearly 60 years of being easy, breezy and beautiful, COVERGIRL saw the market shifting around it. Mass beauty desperately needed to modernize its messaging, so we helped one of the world’s largest brands make a statement about what makeup really is: a powerful tool of self-creation.

Because you are what you make up.

We introduced a diverse new cast of COVERGIRLs that included women often left out of mainstream beauty narratives—black, latinx, and older women—and honored the unique role of beauty in their lives.