CoverGirl, a drugstore beauty staple, has been picking a diverse lineup of women to represent it’s makeup for decades. Beginning with powerful female role models of multiple races and sexual orientations, like Queen Latifah and Ellen, from new up-and coming celebrities, like Zendaya.
But CoverGirl has picked a new “Cover Girl,” aka brand ambassador, and he’s not a girl at all. He’s a 17-year-old high-school student named James Charles, and his beauty skills are unparalleled.
CoverGirl has been trying really hard to reach the millennial marketplace. I can tell because I always see their promoted tweets (for Katy Perry’s lipstick line) on my timeline. They’re absolutely relentless. Katy Perry’s new cosmetics line is minimally packaged and edgy, with cute, kitschy names for her lipstick shades that makes them appealing to young women. But choosing Charles as an ambassador is a whole new kind of genius.
Social media influencers like Charles have a crazy amount of influence with their followers. James Charles has 613k of them. Let alone he’s a male, part of a demographic that’s growing in popularity. Many male makeup influencers have large followings on social media and popular YouTube channels.
By picking James Charles as a “Cover Girl,” CoverGirl makes friends with all the millennials who love the progressive side of the makeup industry, where anyone can rock a smokey eye and a nude lip. Coleman undoubtedly has the skill to play with a major brand, though he’s just 17.
The internet’s reaction to Charles’s new ambassador position has been beaming. The internet loves that a well-deserving (well-liked) male makeup artist gets recognized by a big brand. CoverGirl is asking people to welcome him to the GoverGirl lineup with the hashtag #COVERGIRLJames, and he’s gotten lots of love. Thanks CoverGirl, and thanks James Charles, for your amazing makeup looks, I hope there’s many more to come. And can we talk about his highlight? #SLAY
Allen, K. (2016, October 13). CoverGirl taps YouTube star to be its first CoverBoy. Retrieved October 13, 2016, from http://www.prdaily.com/Main/Articles/21575.aspxSources Cited:
Feldman, J. (2016, October 11). Meet the First Ever Male CoverGirl, James Charles. Retrieved October 13, 2016, from http://www.huffingtonpost.com/entry/cover-girl-boy-james-charles_us_57fbf36ee4b0b6a43034bd60