May 3rd, 2018
CoverGirl is muscling up its "I Am What I Make Up" campaign with a new product-focused ad featuring Massy Arias, the certified personal trainer formerly known as MankoFit, and the brand's new Flourish Mascara by LashBlast.

The Coty brand's advertising and new tagline from Droga5 went live in October---replacing nearly a generation of "Easy Breezy Beautiful" ads with a celebration of the role makeup plays in women's self expression. The new 45-second ad "Focus" is a "portrait of solitude," as Droga5 describes it, showing how makeup isn't just about presenting the best face to others, but also about how women spend time alone.

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