CoverGirl Changed Its Slogan Behind Our Backs & Nothing From Childhood Is Sacred

If you didn’t spend approximately half of middle school practicing CoverGirl commercials and perfecting a fun and flirty delivery of their slogan “Easy, Breezy, Beautiful…CoverGirl” then you need to take a couple of vacation days and watch the entire America’s Next Top Model series. You’ll thank me after. Sadly, new generations of reality TV models will be smizing a new phrase into the camera in hopes of doing one Teen Vogue cover and then fading into obscurity. That’s right, CoverGirl committed the ultimate sin changed their slogan to “I Am What I Make Up.” That’s a more poetic version of saying “your inner beauty can pay full price for drinks,” and it’s bullshit.

Among corporate slogans, “Easy Breezy Beautiful” was the millennial girl version of Nike’s “Just Do It.” It was from a time before contouring and Kylie Jenner Lip Kits. It told us that eyeliner, mascara, cover-up, and lip gloss were all we needed in our makeup bags. Maybe you wouldn’t look flawless, but you also wouldn’t be three pounds heavier after doing your makeup.


CoverGirl says that the rebranding is based on the changing times (so like, can we blame President Trump?). They argue that “people no longer strive for a singular standard of beauty, but use makeup as a tool for self-expression and personal transformation.” Alright, let’s calm the fuck down—it’s still just mascara.

So RIP to being effortlessly gorgeous and hello to “sparking a provocative dialogue that shifts cultural assumptions about when, where, how, and why people wear makeup.”

But also TBT to the most incredible CoverGirl challenge on ANTM:



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