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Coty's Remade CoverGirl Taps Zeitgeist With 'I Am What I Makeup' Tag

This article was originally published in The Rose Sheet

Executive Summary

Coty Inc. is championing uniqueness, authenticity and "unapologetic" self-expression with its CoverGirl relaunch, officially announced Oct. 10. With its new tagline "I Am What I Makeup," CoverGirl joins a growing number of brands that are distancing themselves from conventional beauty norms and putting each and every consumer at the receiving end of their empowerment messages.

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