Huffpost Women

CoverGirl 'Girls Can' Reminds Us Of All The Things We Can Already Do Without Buying Mascara

Posted: Updated:
Print

"Girls Can" do anything, proudly proclaims a new ad campaign. We've officially reached the point where women's empowerment is a sound marketing strategy. And it's kinda, sorta awesome ... maybe?

The feel-good CoverGirl spot features famous women from the brand's impressively diverse roster, including Ellen DeGeneres, Katy Perry, P!nk, Janelle Monae, Queen Latifah, teen rapper Becky G and Sofia Vergara. The women enter into of a chorus of "Girls Can't" which, of course, gives way to "Girls Can," and each artist relays how as girls they were discouraged from chasing their dreams.

girls can

The spot tugs extra hard on the heartstrings since it coincides with the end of the Sochi Olympic Games, which itself featured feel-good narratives of women who "can" and "did" -- including hundreds of women competing in high-octane sports women were once told they "can't" do.

CoverGirl encourages female audiences to use the empowerment the brand has championed to make the world more "easy, breezy and beautiful." Get it?

girls can

While "Girls Can" is perhaps the broadest platitude imaginable, we're guessing that's the purpose it was meant to serve. (Plus, anything with Ellen DeGeneres is nearly unimpeachable.)

We hope the spin catches on and look forward to Maybelline's "Maybe she's born with it, maybe it's hundreds of years of socio-cultural conditioning" and L'Oreal's "Because no societal factor should make you feel not worth it."

[h/t AdWeek]

Also on HuffPost:

Close
7 Influential Women Who Failed Before They Succeeded
of
Share
Tweet
Advertisement
Share this
close
Current Slide

Suggest a correction

Around the Web

Girls Can!

Pink, Katy Perry, Becky G Tell Girls 'You Can' Do Anything: Watch Now

Girls can play any sport and look 'radiant and gorgeous' - but it shouldn't be ...

CoverGirl Debuts New "Girls Can" Movement With Awesome Vid!