These Cosmetic Brands Are Letting Consumers Define What Beauty Means to Them

Startups like Glossier are reshaping the industry
By Kristina Monllos.

In October, CoverGirl unveiled a new, more inclusive brand positioning that better reflected its consumers. The work from creative shop Droga5 featuring new CoverGirls like Insecure creator Issa Rae, 69-year-old model Maye Musk and the new brand tagline, “I Am What I Make Up,” was a radical shift for one of the biggest beauty brands on the market and indicative of a change in tone for beauty marketing.

Beauty brands are looking not only to be more inclusive in the way they show bodies, skin tones and people of varying ages in marketing campaigns, but also to revamp how they speak to and listen to consumers.

Read more at Adweek.

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