Covergirl’s ‘I Am What I Make Up’ was a stark change from its previous slogan, ‘Easy, Breezy, Beautiful,’ and it has proven to have staying power. The latest campaign entry, ‘Focus,’ features powerful fitness trainer and social media star Massy Arias.
The 45-second film promotes Covergirl’s new Flourish Mascara by LashBlast, and it illustrates that wearing makeup isn’t just about how a woman portrays herself to others – it’s also about the role it plays in “me time,” from the therapeutic act of applying to the empowering satisfaction of the completed look, according to the company.
The message is brought to life by showing Arias alone, first putting on the mascara, then training on rings, with a final shot of her holding herself steady and upside down on those rings. She imbues the spot with confidence and strength, an illustration of a woman unapologetically taking time for herself, with Flourish mascara as an emblem of how she feels in these peaceful moments alone.
Arias has credited exercise to healing her depression, a story that illustrates the importance of “me time” in a woman’s life and embodies the campaign message of encouraging women to take back their time, needs and space.
The spot was created by Droga5 in partnership with acclaimed Prettybird director Matt Lambert, Cartel editor Edward Line and Oscar-nominated cinematographer Rachel Morrison. The sound was done with Woodwork Music.