KAY KIM

COFOUNDER + 
CREATIVE DIRECTOR


WORK


OVERVIEW

   

CLIENT: COVERGIRL
AGENCY: DROGA5
ROLE: ART DIRECTOR


Makeup has always been about how you look on the outside for the sake of others. After 21 years of outdated beauty standards, we rebranded COVERGIRL’s iconic messaging from ‘Easy Breezy, Beautiful’ to ‘I Am What I Make Up’ to redefine what beauty means for the modern woman. The message celebrated the power to express any and every side of you, inside and out and in any moment, through makeup.






Each COVERGIRL got their own spotlight to demonstrate how makeup empowered them at being the best version of themselves in their respective lives.

Starring: Issa Rae, Ayesha Curry, Maye Musk, Katy Perry, Shelina Moreda, and Massy Arias









The Pickup starring Issa Rae









Fire starring Maye Musk







Man’s World starring Shelina Moreda









We seeded out BTS content to announce the new Covergirls across  social and PR.


Since the relaunch, COVERGIRL garnered 97.3% earned media, 1125% increase in engagement, increase in sales and a total of 13.5 billion impressions.

The momentum helped pave the way for the opening of their Time Square store and where the rest of the work came to life.