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The 'Easy, Breezy, Beautiful' Era Is Over

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CoverGirl Is No Longer ‘Easy, Breezy, Beautiful’
Ayesha Curry looking in a mirror

It’s the end of an era in the makeup world. Yesterday CoverGirl announced it’s retiring the slogan that has represented the 60-year-old drugstore makeup brand since 1997. Goodbye, “Easy, Breezy, Beautiful Covergirl.” Hello, “I Am What I Make Up.”

The new slogan is meant to encourage individual expression and to acknowledge that people can “unapologetically create any version of themselves through makeup,” according to a press release.

CoverGirl has been cooking up this reinvention for the past year. In October of last year, Coty closed a huge deal in which it bought CoverGirl and other struggling beauty brands like Clairol from Proctor & Gamble. The new slogan is part of a full-on brand overhaul that will continue into 2018.

You’ll start to see the new logo and sleeker, more minimal black and white packaging hitting stores soon. The timing coincides with a slew of new “CoverGirls” the brand has been introducing over the last few months, including actress Issa Rae, food personality Ayesha Curry, 69-year-old model Maye Musk, fitness trainer Massy Arias, and professional motorcycle racer Shelina Moreda. We started to see some hints that things were being shaken up at the brand when Covergirl announced its first ever Coverboy, James Charles, at the end of last year. You can see all the new faces in a video here, which kicks off with a Toni Morrison quote.

Maye Musk

CoverGirl, which has traditionally marketed to young consumers, definitely has its work cut out for it in the current beauty environment. It’s going up against affordable and Instagram-friendly brands like NYX, e.l.f., Winky Lux, and Colourpop, which is about to hit Sephora. It will really need to speak to Gen Z shoppers and churn out trendy products quickly. Brands can no longer take two years to develop new products when Colourpop can release something in a matter of months. —Cheryl Wischhover, senior beauty reporter

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Deal of the Day

Now through October 21st, Ulta is offering deep haircare discounts — up to 50% off — on a select few products a day. Today, you can buy a handful of Tigi styling products for $6.99 (from $20-$23), Eva NYC shampoo and conditioner for $4.50, and a bunch of men’s brands for half-off. Not what you’re looking for? Check the calendar to see when discounts on your favorite stuff is coming up, then set a reminder to, you know, buy it.

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Entertainment
Where Betty and Veronica Actually Shop
Veronica and Betty in a scene from Riverdale

Riverdale, The CW’s darkly sexy spin on the world of Archie Comics, returns tonight for season 2 — and much as I’m ready for a resolution to last season’s cliffhanger (no spoilers here!), I’m equally excited to see what the gang will be wearing in the episodes ahead. So far, series costume designer Rebekka Sorensen-Kjelstrup has done an incredible job modernizing the clothes worn by Archie et al. in the classic comic books, from Jughead’s signature whoopee cap (now a slouchy beanie) to Cheryl Blossom’s expensive designer looks (those antique spider brooches are a nice touch).

For Riverdale leading ladies Betty Cooper and Veronica Lodge, costumes play a particularly big part in crafting their identities; can you imagine Betty ditching her Pan collars or Veronica forgoing her fitted skirts? As it turns out, though, the clothing that helps actresses (and real-life BFFs) Lili Reinhart and Camila Mendes slip so effortlessly into the roles of “B” and “V” isn’t really reflective of their own personal styles.

While Betty wears a barely-there beauty look on the show, for instance — remember when her mom literally wipes off her red lipstick because it “doesn’t suit her?” — Lili’s a huge beauty buff who’s constantly adding new products to her collection. A few of her day-to-day favorites? Anastasia Beverly Hills Brow Powder Duo and ConcealerSmashbox Photo Finish Hydrating Under-Eye Primer, and Tom Ford Traceless Foundation Stick. And while Lili would love for perma-ponytailed Betty to wear her hair down more often — “It’s something I’m constantly fighting for,” she tells me — she was able to work with the crew to make sure her character’s season-2 hairstyle is looser and less severe. “The ponytail has definitely evolved,” she promises.

Camila Mendes, like her character Veronica, often dresses in uniform; rather than little lace dresses and sexy heels, however, she prefers turtlenecks and denim. The 5’2" star, who describes her style as “artsy, quirky, and whimsical,” has recently been shopping at Petite Studio and Stature — and unlike the label-loving former New Yorker she plays, Camila would rather buy from independent brands than big-deal designers. “I’ve never really been one to splurge on [clothing],” she says. “Knowing how quickly things go out of style, how fast trends change, and how often I tend to change my mind, I don’t really want to commit to, say, a nice Dior bag and then not wear it a few months from now. It’s just so easy to keep accumulating stuff, you know?” A sensible shopping tactic, and one that'd make Veronica Lodge (literally) clutch her pearls. —Elana Fishman, entertainment editor

Want even more shopping tips from Betty? Click here. Veronica? Here.
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