COVERGIRL
— Legacy Brand Refresh —
Creative Development, Writing
In a society dominated by men,
makeup is a means for women to look better for men.
American beauty icon CoverGirl disagrees.
Makeup is for self-exploration and self-expression.
Makeup is power,
tools and toys for anyone
to become anyone
and any version of themselves
that they will ever want to be.
I Am What I Make Up.
(I never thought I'd write the tagline for a mass beauty brand,
but life is funny like that.)