As part of CoverGirl’s new #IAmWhatIMakeUp campaign, the global beauty brand has released a new ad featuring their first model with vitiligo, a disease in which the skin loses its natural pigmentation.
According to Cosmopolitan, model Amy Deanna takes centerstage in the new ad, which is part of a larger campaign that “celebrates the power to be who you are and who you want to be.” As she applies the brand’s truBlend foundation in two different shades, Cosmo says Deanna poses the question, “Why try to blend in when you can choose to stand out?”
Deanna seemed to answer her own question when discussing her new ad spot with People, offering that standing out in partnership with CoverGirl gives her a chance to represent often underrepresented depictions of beauty.
“Inclusivity is important—not just for people of different backgrounds and ethnicities, but also people of all sizes,” she told People. “That’s why I was so excited to partner with CoverGirl on this project. Beauty comes in all shapes, sizes, colors, etc. Let’s face it, together we are a mosaic—that in itself is beautiful. We should celebrate that.”
And for Deanna, inclusivity is not just about celebrating differences, but also challenging the norms to make room for others.
“I believe that inclusiveness will challenge unrealistic beauty standards within the beauty industry and in humanity,” she explained to People. “I remember seeing Queen Latifah on TV as a CoverGirl when I was young. That was so inspiring. I can’t express how excited I am to say, I too have had the opportunity to work with CoverGirl.”
And we can’t say how excited we are to see her in this campaign!
It all started with the hiring of new faces; from Issa Rae to Ayesha Curry and Maye Musk, CoverGirl was slowly but strategically building something new and exciting. And now we know: CoverGirl has officially rebranded itself as the makeup of the strong and fearless.
According to Glamour, the iconic makeup brand has just changed their long-time slogan from “Easy, breezy, beautiful CoverGirl” to “I am what I make up,” marking the new mantra with an equally powerful short film filled with all the badass women they’ve featured as brand ambassadors.
Glamour succinctly described the brand’s new direction this way:
“…Its shift from sugary-sweet messaging to including more real women of substance feels incredibly needed—and incredibly now. Its point is loud and clear, makeup is for everyone.”
With a new slogan and a host of powerful women to prove it true, we cannot wait to travel this new journey with CoverGirl.
Watch the video here.
Beauty knows no age, and Maye Musk is here to prove it.
According to Fashionista, Musk — a 69-year-old dietician/nutritionist and model — has just been recruited by CoverGirl as its latest ambassador, joining the brand’s other recent hires, Insecure‘s Issa Rae and author/chef Ayesha Curry.
But this isn’t Musk’s first time in the spotlight. Fashionista reports that Musk has been modeling since the age of 15 and was signed by IMG in 2016; appeared in campaigns for Target and Clinique; featured in magazines like New York magazine, Elle Canada, Vogue Italia, Vogue Korea and Vanity Fair; and appeared in the music video for Beyoncé’s “Haunted” in 2013. Oh, and she is also the mother of Tesla CEO Elon Musk.
With this newfound place at the fore of a major beauty campaign, Musk told The New York Times that she hopes her presence in CoverGirl’s latest initiative will inspire women everywhere.
“I just love that CoverGirl wants to do diversity,” she said. “They haven’t had a model this old in their campaigns. I’m turning 70 in April of next year. I think that women will be really inspired to see that even at 69 you can get a beauty campaign.”
Amen to that!
Last week, we learned that star of HBO’s Insecure Issa Rae was Covergirl’s next spokesmodel. But now, it’s time to welcome aboard another face to the brand’s forthcoming campaign.
According to ELLE, Food Network host and author Ayesha Curry will also join Covergirl as their latest spokesmodel, starring in their campaign for their Peacock Flare Mascara that debuts Nov. 1. Glamour says Covergirl’s global senior vice president Ukonwa Ojo explained the decision to cast Curry in the role this way:
“We realized we were casting a certain genre of CoverGirls, but in reality there’s so many beautiful women and men who use makeup for different roles every day,” Ojo said. “We thought it’d be great to celebrate one in particular, who not only has a different role than we have in the past, but plays a number of different roles, and does so really successfully and is admired for millions because of it.”
But for Curry, joining the Covergirl team allows her to continue her mission of inspiring others to live their best lives.
“My philosophy is all about seeking joy and creating balance in life,” she said in a statement, according to ELLE. “I’ve shared a lot about how I do this with food, family and faith, and now – through my partnership with Covergirl—I want to share how makeup helps create those moments of happiness, confidence and self-expression.”
Issa Rae may be the creator and star of HBO’s Insecure, but in her latest project, she is inspiring us to be anything but insecure.
According to InStyle, Rae has been named the new face of major cosmetics brand CoverGirl, joining fellow on-screen stars such as Zendaya, Sofia Vergara and Ellen DeGeneres. While she joins a long list of fellow CoverGirls, for Rae, being the face of the brand is about much more than modeling new cosmetics.
“Becoming a CoverGirl means a lot because the brand recognizes just how important it is for people to embrace their individuality and express themselves in unique and diverse ways,” she said in a release. “This has been a major part of my personal journey, and a message that I want to share with others.”
In addition to providing a statement on her new role with CoverGirl, Rae also took to social media to express her excitement over working with the brand, saying she never thought she’d be in such a position.
“I remember being an awkward black girl in high school, reading the pages of my favorite magazines, casually flipping through @COVERGIRL ads, singing their slogan in my head,” she wrote. “Never EVER in my life did I imagine I’d be one. I am SO honored and SO excited for what’s to come.”