CoverGirl has launched an online video that celebrates the women who have inspired its new TrueBlend foundation, which boasts over 40 shades.
To truly do so, the brand has created a credits section to the spot that rolls for a full 13 minutes and 40 seconds, thanking all of the 1,000 women involved.
Alongside those featured in the spot, the brand has also enlisted brand ambassadors such as HBO series Insecure’s star, Issa Rae, 70-year-old model Maye Musk, and motorcycle racer Shelina Moreda, further emphasizing the diversity of both the shades of foundation and the women who will wear it.
The short film was directed by Australian director Kim Gehrig and features an array of beautiful women of all ethnicities and skin colors dancing on and off the screen in a whirlwind, with the last few seconds bringing all of them together in a staircase frame.
Written over this powerful image are the words “A foundation inspired by the infinite, made for you.”
Fenty Beauty by Rihanna arguably kickstarted the 40-shade foundation hype and led beauty giants such as L’Oreal, Coverfix, and MakeUpForever to launch or expand into new shades. CoverGirl emphasizes however that its TrueBlend foundation was not created as a reaction to a trend, but rather inspired by listening to the needs of its consumers and developing the shades and formula through their feedback.
The spot is part of CoverGirl’s overarching new approach titled “I Am What I Make Up”, which officially substituted its famous “Easy, Breezy, Beautiful” tagline in 2017. The brand has since invested in a series of campaigns where it hopes to show a more mature and inclusive identity.
Highlights of this new approach include enlisting Amy Deanna as a spokesperson, who became the brand’s first model with vitiligo. In May this year, fitness trainer and influencer Massy Arias also showcased the brand’s mascara while doing a workout, in a message of the importance of making time for one’s self.