I never imagine I’d one day be tasked with relaunching America’s most iconic makeup brand. But as you probably guessed, that’s what happened.

I Am What I Make Up marked the biggest reboot in COVERGIRL history, an overhaul of everything from talent roster (Sorry, Sofia Vergara) to logo, packaging and brand look and feel. It also spelt the end of the famous but tired “Easy, Breezy, Beautiful” tagline.