Coty is refreshing its CoverGirl brand with a new campaign from Droga5 that celebrates "authenticity, diversity and expressiveness," starting with a spot featuring a diverse line-up of brand ambassadors including rock star Katy Perry.
The rebrand follows Coty's acquisition of the 60-year-old CoverGirl brand from Procter & Gamble, completed last year. Droga5 was appointed as lead agency in February this year.
The campaign kicks off with a film, directed by Matt Lambert of Prettybird, that begins with a quote from author Toni Morrison and is set to Jefferson Airplane's track "And I Like It." As well as Perry, it features chef, TV personality and author Ayesha Curry; "Insecure" actress, writer and YouTuber Issa Rae; personal trainer Massy Arias; 69-year-old model and dietician Maye Musk and professional motorcycle racer Shelina Moreda. (CoverGirl describes them as "All boundary-breakers, cultural change-agents and true makeup-lovers, these women accomplish, empower and inspire as strong representatives of the brand's vision.")
Though it begins with the stars putting on makeup, it goes on to show them in their professional lives: lifting weights, racing bikes, and in Perry's case, trying on her costumes for a performance. The film kicks off an overall relaunch of the brand that will also include packaging and product design, in-store marketing and a new logo and tagline.
The brand claims to be championing diversity, among other things, but the launch comes at a sensitive time for beauty brands: Dove was forced to apologize this week for running what was seen as a "racist" ad featuring a black woman apparently transforming into a white woman.
"In leading the relaunch, we started with the insight that people no longer strive for a singular standard of beauty, but use makeup as a tool for self-expression and personal transformation," Ukonwa Ojo, SVP CoverGirl, Coty, says in a statement. "CoverGirl has always been inclusive and is known for pushing the boundaries of what it means to be beautiful, which means we have a responsibility to elevate how we connect and communicate with people. This is bigger than a new campaign or a tagline. We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how and why people wear makeup."