CoverGirl, a popular cosmetic brand, is known for its catchy slogan and bubbly array of famous women, such as Zendaya, Katy Perry and Taylor Swift. Last week, CoverGirl announced its first male spokesmodel, 17-year-old YouTube sensation and makeup guru, James Charles.
According to Procter & Gamble’s website, CoverGirl has launched modeling careers for women since its start in 1961. Until now, the cosmetic brand has always chosen models that are primarily caucasian, with exceptions such as Queen Latifah and Brandy, and females that ooze a sense of feminine flair. This time around, CoverGirl took a different approach.
First of all, I am so happy that CoverGirl took the first step in making its brand gender neutral and inclusive to everyone who enjoys makeup. The internet and various social media outlets have shed recent spotlight on male makeup artists and social media sensations such Bretman Rock, PatrickStarrr and now James Charles.
You can say what you want about men wearing makeup, but I say people should do what makes them happy. Besides, as a makeup fan myself, these men know how to flawlessly apply highlighter and take a killer selfie, but CoverGirl’s use of a male model goes beyond this shallow surface.
More important than how good Charles looks in his perfectly applied foundation and long lashes, he’s a role model to young boys who share the same passions and wish to wear makeup. Let’s face it, we don't live in a society that is overwhelmingly accepting of what some may categorize as a taboo, but this small step can help fill the gap for many young men.
Even though the makeup industry still has a long way to go in trying to equally represent male interest, I feel that this is a key first step. I am so excited to see Charles in his first campaign for CoverGirl’s new mascara, “So Lashy.”
Rylie Brown is a sophomore studying journalism with a focus in news and information. Are you excited about CoverGirl's new spokesmodel? Tweet her @RylieMarieBrown.
