Ad Age - Teen Makeup Star James Charles Is the First Male CoverGirl Ad Age-Makeup Star James Charles Is the First Male CoverGirl
Yesterday via social media, CoverGirl announced that its next spokeswoman would be -- a man.
By Ann-Christine Diaz | October 12, 2016
James Charles, a 17-year-old high school student and makeup artist, appeared in a post on the brand's Instagram feed announcing his collaboration with the Coty-owned brand.
"Today, I'm living out one of my biggest dreams and I'm currently on set of my first ever TV commercial with CoverGirl. That's right, I am a new CoverGirl," he says in the film.
Like many CoverGirls before him, Mr. Charles was already a star prior to landing the new gig. Within the span of about a year, he had amassed half a millionInstagram followers drawn to his stunning makeup transformations. Laura Brinker, VP-influencer marketing at Coty Consumer Beauty, explained that appointing Mr. Charles as a Covergirl was a natural fit for the brand, "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."
The timing also was right for today's climate. "We encourage people: 'You do you.' " said Ms. Brinker. "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."