NEW YORK — Coty Inc. is redefining the CoverGirl brand in an effort that the company describes as “the biggest reinvention in CoverGirl’s 60-year history.”

The brand vision for CoverGirl, acquired just over a year ago from Procter & Gamble Co., will now be under the mantra “I Am What I Make Up.” Coty said this new CoverGirl brand expression aims to “inspire people to embrace their unique identities and unapologetically create any version of themselves, or who they want to be, with makeup, COVERGIRL will celebrate authenticity, diversity and expressiveness while eschewing unrealistic and idealized category standards.

Coty inaugurated the new CoverGirl “I Am What I Make Up” brand identity yesterday with the release of a video titled “Made in the Mirror” that features six CoverGirls, most of whom were recently announced.

The company said CoverGirl’s transformation will touch all areas of the brand, including packaging and product design; the in-store experience; a new logo and tagline; and the look, tone and feel across all communications, with the rollout continuing through the rest of 2017 and into 2018.

“The new CoverGirl positioning is an important example of Coty’s purpose to celebrate and liberate the diversity of beauty. Beauty should make people happy, and when we champion individuality and self-expression, that’s when we see its true power,” stated Laurent Kleitman, president of Coty Consumer Beauty. “We believe this new mission will resonate with millions of people who feel overlooked by the beauty industry today. CoverGirl has a huge opportunity to make a difference and we are confident our vision will translate into growth potential for the business.”

CoverGirls featured in the “Made in the Mirror” video include chef, TV personality and author Ayesha Curry; actress, writer and YouTube star Issa Rae; singer Katy Perry; personal trainer Massy Arias; 69-year-old model and dietician Maye Musk; and professional motorcycle racer Shelina Moreda. Coty describes them as “boundary-breakers, cultural change agents and true makeup lovers.”

“In leading the relaunch, we started with the insight that people no longer strive for a singular standard of beauty but use makeup as a tool for self-expression and personal transformation,” according to Ukonwa Ojo, senior vice president of CoverGirl at Coty. “CoverGirl has always been inclusive and is known for pushing the boundaries of what it means to be beautiful, which means we have a responsibility to elevate how we connect and communicate with people. This is bigger than a new campaign or a tagline. We hope to spark a provocative dialogue that shifts cultural assumptions about when, where, how and why people wear makeup.”