![]() ![]() ![]() The brand’s 40 shades of CoverGirl’s TruBlend Matte Liquid Foundation also illustrates its mandate of leaving no complexion behind. Hence, I Am What I Make Up, its new statement that celebrates both individuality and the transformative power of cosmetics. We wanted to celebrate the role that makeup plays.” ![]() Characterizing that there’s a certain person who has just this one look actually wasn’t having much empathy for peoples’ real journey. “But that’s not how real people wear makeup! The look I wear to a wedding isn’t the same as what I wear to a board meeting. Take its former tagline: “ ‘Easy, Breezy’ is a very strong point of view because it implies there are a lot of things that you won’t do,” explains Ojo. “CoverGirl is the most beloved brand, but after hearing what my team and the consumer said, it was time to move forward.” Globally, the new CMO of Coty Consumer Beauty oversees CoverGirl and Sally Hansen, while nationally, she runs the entire portfolio, which includes Clairol, Rimmel, Katy Perry Parfums, and Nautica. When Ukonwa Ojo took the reins at CoverGirl shortly after its merger with Coty, the first thing she did was listen. ![]()
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