Covergirl Announces First Male Spokesmodel
Covergirl makes waves by appointing a new star as the face of the company every few months…but the company is now making history by appointing a boy for the first time ever.
If you aren’t already familiar, meet James Charles, a 17-year-old high school student and amateur makeup artist. James is already “Insta-famous,” having built a following of nearly 600k in just the last 12 months due to his makeup transformations and tutorials.
THUNDERBOLT ⚡️ I used @buxomcosmetics NEW Shimmer Shock Lip Stick in the shade Thunderbolt to create this look. I never use lip colors like this but I honestly love this color, especially for fall?! 🍁 What do you guys think? 👀 Tell me below! ____ You can find it @ultabeauty. Tag a #buxombabe that could totally rock this color! #ad
Well that contour and lip are definitely popping.
Laura Brinker, VP-influencer of marketing at Coty Consumer Beauty — the company that owns Covergirl — says , James is a natural fit for the Covergirl brand. As she shared with Ad Age:
“[He’s] consistent with CoverGirl’s DNA. We’ve always been an inclusive brand that’s partnered with a roster of talent based not only on looks, but on personality.
We encourage people: ‘You do you.’ “We’re here to help you express whoever that is through your makeup. While this has always been our message, it’s more relevant than ever given what’s happening socially, culturally. And in beauty, a culture of fearless self-expression, fueled in part by social media, is on the rise.”
What do YOU think of Covergirl’s latest face??