Cover Girl’s Ukonwa Ojo Talks Re-brand, Maps Growth

As mass retailers reset their planograms for January, Cover Girl is set to reintroduce itself to the market with a modernized positioning that touches every aspect of the brand — from an updated logo and tag line to more than 100 new products and an advertising campaign featuring Katy Perry and five new nontraditional Cover Girls who wield considerable social media prowess. As the mass-market makeup business swings increasingly in favor of nimble niche brands, and store traffic slows as consumers buy more beauty online, some longstanding power players are being forced to reinvent themselves to stay relevant — and to hang onto their shelf space and market share. Rimmel launched a new positioning in the U.S. last year, Almay unleashed its latest, Millennial-minded marketing campaign this summer, and now Cover Girl is next on deck. Driving the rebrand is Coty Inc., which last year completed its acquisition of Cover Girl as part of Procter & Gamble’s divestment of the majority of its beauty business. At Coty, the revamp is being directed by Cover Girl’s senior vice president Ukonwa Ojo, who joined the company’s Consumer Beauty division from Unilever last year. She is building a team of “beauty junkies” who are “consumer-obsessed” and

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