Newsletter 2. Easy, breezy, beautiful . . . brand positioning 🪄
HEY CONVERSION QUEENS 💸👑
I hope y'all had a fantastic weekend and are taking time on this year's Memorial Day holiday to reflect on those who made sacrifices for each of us.
Speaking of sacrifices, let's dig into the sacrifice of all sacrifices a successful legacy brand had to make to keep up with the times.
Let's go girls (and guys if you're with us)!
SIS, LET’S CATCH A CASE
The Beautiful End to an Era
After a successful 20+ year run, the powerhouse makeup brand CoverGirl decided to ditch its iconic slogan, “Easy, Breezy, Beautiful,” and replace it with “I Am What I Make Up.”
While the previous slogan successfully conveyed a sense of effortless beauty, CoverGirl identified the need to project a more inclusive and empowering image in a rapidly evolving beauty industry. The new slogan positions makeup as a tool for self-expression, acknowledging and celebrating diverse beauty standards.
"I Am What I Make Up" empowers consumers to take control of their own beauty narratives. It shifts the focus from meeting traditional beauty standards to embracing one's unique identity. This empowerment is crucial in building a strong connection with a younger, more independent demographic that values self-expression and authenticity. The modern and inclusive message was designed to appeal to a larger demographic, including younger consumers who are more vocal about social issues and brand values.
The change went beyond just a tagline shift; it was a comprehensive rebranding initiative. This included new advertising campaigns, product packaging redesigns, and partnerships with diverse brand ambassadors. With many brands in the beauty industry, standing out is crucial. The new slogan sets CoverGirl apart from competitors by emphasizing its commitment to individuality and empowerment rather than just outward appearance. This unique positioning helps CoverGirl to distinguish itself in a crowded market. By aligning with modern values, embracing inclusivity, and crafting empowering messages, CoverGirl successfully revitalized its brand.
The approach taken by this brand can serve as a valuable lesson for other brands on how to stay connected and relevant to their audiences. From a business standpoint, the new slogan was just one element of a larger strategy aimed at revitalizing the brand, expanding its audience, and ultimately increasing sales.
POSITION YOUR BRAND TO WIN
1. 💸👑 Align with Evolving Consumer Values: Brands should continuously monitor and adapt to shifting consumer values. Covergirl's repositioning reflected a deeper understanding of contemporary values like individuality and inclusivity. Brands must regularly conduct market research to stay in tune with their audience's evolving preferences and societal changes.
2. 💸👑 Embrace Inclusivity: Inclusivity is no longer optional; it is a key driver of brand authenticity and loyalty. By embracing diverse beauty standards and showcasing a broad spectrum of individuals, Covergirl reinforced its relevance. Brands should ensure that their messaging, products, and promotional strategies inclusively represent various demographics and cultural identities.
3. 💸👑 Empower Through Messaging: Empowering messaging can transform brand perception and strengthen emotional connections with consumers. Covergirl's new slogan empowered individuals to see makeup as a means of self-expression. Craft brand messages that inspire and empower consumers, promoting self-expression and authenticity rather than conforming to stereotypes.
BRANDS THAT MADE OUR SH/T LIST
SHAVING TIME AND MONEY WITH DOLLAR SHAVE CLUB
Dollar Shave Club proves its the sh/t by disrupting the market to focus on affordability and convenience. Their positioning strategy of featuring relatable individuals in their branding creates a refreshing, authentic, and relatable image. I call that cheaper, cheekier, checkmate, Queens.
VIBRANT REBRANDING WITH ADA LIP BEAUTY
Ada Lip Beauty proves its the sh/t by leveraging a trademark infringement claim against the brand to rebrand vibrantly into Fluency Beauty. And, we're here for the pivot Queens.
CREATING A SPACE FOR EVERY NARCISSIST WITH NARS
NARS Cosmetics proves its the sh/t by catering to the needs of every narcissist with personalized lifestyle quizzes to enhance its customer data as part of its CRM strategy. This goes to prove that personalization truly rules the nation.
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
