Issa Rae is the queen of pickup lines, but who is she picking up? Feel confident and fearless in COVERGIRL's special edition Melting Pout Metallic lipstick. More from #IAmWhatIMakeUp: https://www.youtube.com/watch?v=yARn15Ks1DE&list=PL1_vRQKoHSnyZ_ft0oG05ZVdRCzRrTFBh Song & Artist: WuWu by Thutmose https://open.spotify.com/artist/1igl9M102nuD96lo3ZoW5d Learn more about COVERGIRL's Melting Pout Metallics and shop Issa's look at http://www.covergirl.com Subscribe for more COVERGIRL videos: http://www.youtube.com/subscription_center?add_user=COVERGIRL Can't get enough of COVERGIRL?

A New Way Forward

Since 1961, CoverGirl has given women permission to enjoy buying and applying makeup. This simple act has transformed the way women think about themselves and the role that makeup plays in their lives. In 2017 and beyond, CoverGirl’s transformative role will take center stage, establishing the brand as the authority on beauty and transformative looks.

Photography Direction

The photography is clean, beautiful, and natural. The products look real and authentic, as if they are sitting or laid on a vanity, but still premium and aspirational. The dollops are subtle, but artistic, with hints of imperfection and a human touch.

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Print & In-Store

Leading the charge to introduce the world to the new COVERGIRL rebrand, the print speaks to the new design direction. It is meant to look modern, but fresh in a sea of sameness in beauty advertising.

TELEVISION

TV Spots to highlight the new COVERGIRLs and their associated products in the initial launch, Featuring Maye Musk, Issa Rae, and Ayesha Curry.

Maye Musk, model and It Girl, stays beautiful in COVERGIRL+Olay's best foundation for mature skin. They say at a certain age, women just stop caring. We wonder what age that is. For more powerful looks from powerful CoverGirls, visit https://www.covergirl.com/en_us/covergirls Learn more about COVERGIRL+Olay's Simply Ageless 3-in-1 Liquid Foundation: https://www.covergirl.com/en_us/beauty-products/face-makeup/foundation-makeup/simply-ageless-liquid-foundation Subscribe for more COVERGIRL videos: http://www.youtube.com/subscription_center?add_user=COVERGIRL Can't get enough of COVERGIRL?

Ayesha Curry steals the show with COVERGIRL's new Peacock Flare Mascara. Being on the spot as a chef, author and rule breaker calls for a full fan of thick, lush lashes.

SEE THE PR

Design Direction under Maria Wan with Kayt Brylinsky
Creative Direction from Alexander Nowak, Ray Smiling, Shannon Washington with Marie Delpy, Ariella Gogol, Marybeth Ledesma, and Phil Hadad