Coty has announced that Droga5 will take on lead creative duties for CoverGirl, an appointment that ends the beauty brand’s relationship with longtime agency Grey.
While it is not immediately clear why CoverGirl has named a new agency, it could be related to P&G’s beauty brand spinoff that finalized last year. In 2015, P&G announced that it would sell beauty brands including Clairol, CoverGirl and Wella to Coty in a $12.5bn deal.
Grey has handled creative duties for CoverGirl since 1989. The agency has helped the makeup brand spearhead some of its most iconic campaigns, including making Ellen DeGeneres a CoverGirl at the age of 50 and introducing the first-ever CoverBoy last year.
“We’re excited to partner with Droga5 on the CoverGirl brand, an icon in beauty with incredible equity” said Ukonwa Ojo, senior vice president at CoverGirl, in a statement. “Droga5’s creativity and partnership will help us bring a new perspective to beauty for this phenomenal brand.”
“This is a huge opportunity to bring a fresh point of view to a deeply loved American brand,” said Droga5 global CEO Sarah Thompson in a statement. “CoverGirl has always sought to defy traditional beauty conventions and break boundaries through its inclusive approach, and we’re looking forward to continuing to grow the brand’s influence in beauty and culture.”