The company is taking on a totally new tone with its new slogan: "I am what I make up."
CoverGirl is honing in the new image with a star-studded list of ambassadors, including Ayesha Curry, Katy Perry, Issa Rae and Los Angeles-based fitness guru Massy Arias.
The company said the major makeover is a move toward more diverse standards of beauty.
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