CoverGirl is muscling up its "I Am What I Make Up" campaign with a new product-focused ad featuring Massy Arias, the certified personal trainer formerly known as MankoFit, and the brand's new Flourish Mascara by LashBlast.
The Coty brand's advertising and new tagline from Droga5 went live in October---replacing nearly a generation of "Easy Breezy Beautiful" ads with a celebration of the role makeup plays in women's self expression. The new 45-second ad "Focus" is a "portrait of solitude," as Droga5 describes it, showing how makeup isn't just about presenting the best face to others, but also about how women spend time alone.
Arias has credited exercise to helping her heal her depression after ending and abusive relationship and dealing with her brother's health issues. Her "Focus" ad is meant to encourage women to take back their time without feeling they have to explain themselves, while drawing a parallel between a workout and the concentration and repetition required to apply Flourish mascara.
That repetition is key: With CoverGirl's new products hitting stores recently, Coty is looking show CoverGirl is more than a beautiful new ad campaign, and reverse the brand's long decline, largely at the hands of former owner Procter & Gamble Co.