The new-new: CoverGirl rebrands and launches new products

Easy, breezy.. not anymore.

I’ve mentioned about this before on here, but a couple years ago CoverGirl got sold from P&G to Coty and along with it came a makeover for the brand. You may have noticed that their packaging got a revamp, the font is a little different, there are more CoverGirls on the docket (including the beauty brand’s first ever male spokesperson, James Charles).  Also new is their “I Am What I Makeup” slogan.

I was super fortunate to attend CoverGirl’s relaunch party in Toronto last week where we got to play around with their new Tru Blend Matte Made foundation, sip on cocktails, take some selfies, and learn all about the rebrand. Since that famed “Easy, Breezy, Beautiful” slogan is not so easy breezy for all, Covergirl executive Ukonwa Ojo mentioned to the crowd that people no longer strive for a singular standard of beauty, but use makeup as a tool for self-expression and personal transformation. Thus, “I am what I makeup” better encapsulates the vision of the brand going forward, in that it’s positive, creative, and inclusive.

CoverGirl relaunch event in Toronto on May 30, 2018

I do love the new slogan, but I do have to admit that the OG is so classic that it’s going to take a while for me to associate this new one with the drugstore beauty brand. But hey, growth is good.

Anyways, onto the new packaging and products.  Their new branding has slowly been making its way onto store shelves and when I got to my hotel room in Toronto I was greeted with a gift bag of new stuff.  In the bag was their new Lash Blast Flourish mascara (which I had previously reviewed), their TruNaked Peach Punch eyeshadow palette (which smells like peaches FYI), the TruBlend Base Business Pore Minimizing primer (also comes in Illuminating, Skin Smoothing, and Color Neutralizing), a Melting Pout Matte Liquid Lipstick, the Get In Line Liquid Eyeliner, a gel pot liner, the Tru Blend It’s Lit Concealer, and a couple of the Tru Blend Matte Made foundations.

CoverGirl Peach Punch eyeshadow palette CoverGirl new gel and liquid liners

Along with promoting the new rebrand, the star of the show was definitely their new foundation. I am already a fan of the original Tru Blend so I was excited to try out the Matte Made version.

This new foundation is offered up in 40 shades, categorized by Light, Medium, Tan, and Deep. The shade range on this line is truly phenomenal as Covergirl actually added 26 new shades to the family. The formula is medium-to-full coverage and like the name suggests, gives you a matte appearance (they also claim that it doesn’t transfer on white, so I’m excited to take the test).

We were shade matched at the event and I walked away with M30, which to be honest, matched my self-tanned skin perfectly, but wouldn’t really suit me for how my skin actually looks (M10 would be the closest of the three pictured below).  Typically the shade range on drugstore foundations aren’t as high as 40 colours, so this is huge news that CoverGirl came out with these as you will certainly be able to find a colour to match your skin tone. I’m still currently testing these and plan on doing a more thorough review coming soon, but so far I am really impressed with how well this foundation performs and holds up.

CoverGirl Tru Blend Matte Made foundations

In the photo above I’m wearing the new peach eyeshadow palette, the gel pot liner, the primer, the foundation, and the concealer. I absolutely love everything, however, I do wish that the gel pot liner went on more pigmented. I found I had to go over the line a few times as I like my line to look really black.

I’ve always been a huge fan of CoverGirl, so although it did take some getting used to when I saw their new logo, I’m loving the direction that the brand is taking. I’ve mentioned it before, but prior to me becoming a blogger, I always associated the brand with being “mom makeup”. My thoughts on this have definitely changed over the years, and now with the revamp, they are definitely including everyone, no matter the age, gender, or ethnicity. Kudos CoverGirl, keep doing what you’re doing!

What are your thoughts on the CoverGirl rebrand and new slogan?

Please note, I received this product for review. All opinions are my own.

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