If you’ve watched all of the episodes thus far, you’ve undoubtedly seen the words I am what I make up emblazoned here and there on the Allure Incubator set. That is COVERGIRL’s new tagline and the brand’s senior vice president Ukonwa Ojo takes the stage to explain the sentiment behind it.
“I am what I make up means within you lies everything you need to be totally awesome,” she explains. “At COVERGIRL we believe that makeup is an incredibly powerful tool of self-expression, personal transformation, and confidence.”
Go on, Ukonwa. We’re listening. “Every day as you stand in front of that mirror with your makeup bag and your creativity, you have an opportunity to express who you are to the world and to create who you want to be,” she says. “I cannot wait to see what stories you will tell with your face today.”
With that dose of inspiration, Michelle Lee steps in to give recruits their last challenge: They will be curating their very own Allure Beauty Box that captures their unique brand persona and tells a compelling story, which will be conveyed in an unboxing video.
At each vlogger station is a sheet of paper with the open-ended phrase “I am…,” a pen, an empty Allure Beauty Box, and 500 COVERGIRL products. The recruits put their pens to paper and start filling their glossy red boxes with the five essential products to achieve their “I am what I make up” look.
And the clock starts NOW! Watch the sixth episode of Allure Incubator to find out who is the newest face of COVERGIRL.
Catch up on the Allure Incubator episodes you missed:
Episode One: How to Be a Brand Boss According to Rebecca Minkoff and Beau Nelson
Episode Two: Tips and Tricks with Beau Nelson and Ellarie
Episode Three: Secrets to Being a Video Star with Amanda Steele
Episode Four: Be Your Own Editor in Chief with Allure's Michelle Lee
Episode Five: #SponsoredContent with COVERGIRL's Ukonwa Ojo and Dulce Candy