CoverGirl lets you support cruelty-free cosmetics with a selfie

Campaign by Droga5 includes images on the brand's Times Square Billboard

Published On
Feb 28, 2019

Editor's Pick

CoverGirl is turning the ubiquitous selfie into a form of activism in its latest campaign. It marks being the first major brand to be Leaping Bunny-certified by Cruelty Free International by inviting its customers to show their support for cruelty-free cosmetics through selfies. 

The "Signature Selfie" campaign, devised by Droga5, asks the audience to sign their selfies to pledge their support for a Cruelty Free industry.

To take part, users need to visit a website to begin the process. After taking the selfie, they sign their name and post to social with the hashtag #CovergirlCrueltyFree. Their names will be added to the list of signatures supporting a Cruelty Free industry, and their Signature Selfies will appear in an online gallery and on Covergirl's Times Square billboard. 


Feb 28, 2019
Droga5-New York
Creative Chairman:
David Droga
Chief Creative Officer:
Neil Heymann
Executive Creative Director:
Alexander Nowak
Executive Creative Director:
Casey Rand
Executive Creative Director:
Karen Land Short
Executive Creative Director:
Henry Kember
Art Director:
Gemma Slack
Associate Creative Director:
Michael Kleinman
Alison Lee
Group Experience Design Director :
Craig Wong
Chief Creation Officer:
Sally-Ann Dale
Director of Film Production:
Jesse Brihn
Director of Business Affairs:
Jocelyn Howard
Senior Business Affairs Manager:
Kiki Powell
Executive Producer, Experiential:
Bo Djogo
Senior Producer, Interactive :
Nicole Bazzinotti
Associate Producer, Interactive :
Emily Blumhardt
Global Chief Strategy Officer:
Jonny Bauer
Head of Strategy:
Harry Roman-Torres
Group Strategy Director:
Will Davie
Strategy Director:
Cecilia Diaz
Junior Strategist:
Julie Lubbers
Head of Communications Strategy:
Dean Challis
Communications Strategy Director:
Michael Pignone
Group Account Director:
Courtney Russell
Account Director:
Holly Sloofman
Account Manager:
Patrick Glaser
Associate Account Manager:
Chris Headley
Senior Project Manager:
Tessa Muchura
Vice President, Global Marketing :
Erika Woods
Senior Brand Manager, Global Marketing:
Terri Lin
Senior Director, US Marketing :
Randi Melton
Brand Manager, US Marketing :
Emmanuel Bou
Production Company:
Second Child
Managing Director:
Scott Chinn
Senior Post Producer:
Francess Tom-Sahr
Carly Gussert
Graphics Manager:
Virginia Vargas
Senior Production Artist:
Donald Ong
Quality Control Specialist:
Hoyu Yiu
Interactive Production Company:
Pet Gorilla
Technical Director:
Todd Lekan
Daniel Lewis
Executive Producer:
Dominic Bernacchi

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