Lash Blast is a legacy brand for Covergirl. The 2016 redesign was too far of a departure for consumers who could no longer find their brand. Covergirl wanted to establish a modern look and feel while still being recognizable to consumers and their legacy branding. Through stages of redesign, the brand was able to meet consumer’s needs while continuing to evolve Covergirl as a modern brand paying homage to rich brand equity and assets.