Elegant simplicity and function were key for this historic rebrand event —
Year Brand History
Media & Beauty Influencers
Celebrity Beauty Ambassadors
The highlight of the event was a panel discussion featuring the brand’s newest beauty ambassadors Maye Musk and Ayesha Curry, as well as COVERGIRL exec Ukonwa Ojo, to hear inspiration behind the rebrand and what “I Am What I Make Up” means to each of them.
Prior to the anticipated panel, guests sipped on bubbles and cocktails while they mingled to hits by DJ Kiss. Stylized product displays around the event showed off the brand’s chic new look and packaging, and nearly 12’ tall graphic panels featured gorgeous campaign imagery paired with meaningful quotes from beauty ambassadors. Makeup artists pampered guests with soft makeovers using the latest COVERGIRL products. And of course, no one went home without a fun branded gif photo to commemorate the occasion.
Our team’s biggest challenge was planning this event while the brand’s relaunch work was still in progress - no brand guidelines or roadmap! Elegant simplicity and function were key, and we accomplished a successful intro of this historic COVERGIRL rebrand for our clients.
INFLUENCER & MEDIA EVENT
BRAND COVERGIRL & MMC PR
LOCATION NEW YORK CITY
COVERGIRL relaunched with the biggest reinvention in its 60-year history with new branding and the tagline “I Am What I Make Up.” Our team was trusted with introducing the rebrand to 150 media and beauty influencers in NYC.