Update: Coty is also relaunching Kylie Cosmetics

Coty recently shared its long-term strategy, and the company revealed that “correcting packaging mistakes” was on its to-do list. (Find more details in this presentation to investors from April 2021.) 

Coty is giving CoverGirl a new look this year—with more colorful packaging and vibrant graphics that mark a return to the brand’s more familiar look before 2018.

Before the brand’s redesign three years ago, CoverGirl’s was using its iconic tagline, “Easy Breezy Beautiful,” and its creative aesthetic was bright and cheery—with A-list celebrities smiling for campaign photos. 

By 2019, the tagline changed to “I am what I make up.” See the second photo in the slider above.

Lots of black, with some white graphics, made the packaging “disappear” a bit, on store shelves. Happy celebs in campaign photos were swapped for more ‘serious’ expressions and lifestyle images.

Some design elements were kept when the old look was brought back and updated—and now it’s a bit more modern. Mainly, however, it is familiar and recognizable once again. 

“Easy Breezy Beautiful” has returned as the tagline, and A-list celebrities are returning as “CoverGirls”—including Niki Taylor, back from the 90s.

The new focus is to “epitomize healthy and carefree American beauty,” Coty states.  

Planning To Win Clean Beauty—And Social Media

CoverGirl plans to “win” ‘clean’ beauty. Lash Blast Mascara relaunched in December 2020 with a clean formula—without parabens, sulfates, talc, or mineral oil. 

Coty will also focus more on its social strategy, including Creator Content.

Last month, CoverGirl’s Simply Ageless Wrinkle Defy makeup went viral on TikTok after a micro-influencer posted a video comparing Wrinkle Defy with the viral KVD Foundation.

Coty shared its strategy that led to triple-digit growth for the product. CoverGirl’s team quickly secured usage rights for the video with its creator, boosted it with paid media for one week, and partnered with E-comm to ensure inventory.   

Since the buzz on social media, sales gains for Wrinkle Defy, compared to last year, according to Retailer POS, were: +185% at Walmart; +311% at Target; +231% at CVS; +177% at Walgreens; and +164% at Amazon. 

Coty’s upcoming plans seem to be in line with product-centric focus that new CEO Sue Nabi spoke about last September.

More recently, Coty announced continued improvement in its financial results and early evidence of recovery for the third quarter of fiscal year 2021. 

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