Lili Reinhart has been appointed as the spokesperson for cosmetics brand CoverGirl. The Riverdale actress, who has previously worked with brands including H&M, Bongo, Dermalogica and The Mighty Company, announced she was the latest CoverGirl on Instagr…
Lili Reinhart has been appointed as the spokesperson for cosmetics brand CoverGirl.
The Riverdale actress, who has previously worked with brands including H&M, Bongo, Dermalogica and The Mighty Company, announced she was the latest CoverGirl on Instagram on Wednesday morning.
“Meet your newest @COVERGIRL (lipstick emoji) I am pinching myself at the opportunity to represent such an iconic make-up brand and be the face of their newest line, coming very soon,” she teased. “As a COVERGIRL, my goal is to advocate for confidence & self-acceptance in a world where so many young men and women feel compelled to change themselves. I can’t wait to start this journey. #EasyBreezyBeautiful.”
Representatives at the American company shared the same picture, showing the Hustlers star wearing minimal make-up, and added, “SURPRISE! The secret is out: @lilireinhart is our newest #COVERGIRL! We’re SO excited to welcome such an authentic, inspirational, talented actress & author to the Easy Breezy family.”
The 23-year-old is the first CoverGirl to be appointed since 2017, when a diverse range of stars were introduced as a part of a re-branding effort. Of the group, Insecure actress Issa Rae, model Maye Musk and TV personality Ayesha Curry have remained with the brand.
Erika Woods, vice president of marketing for the CoverGirl brand at Coty, told WWD that Reinhart was chosen thanks to her popularity with the Generation Z market.
“She represents someone who we haven’t explored in this (new cast of CoverGirls) – she has a strong following amongst Gen Z and she’s inspirational,” she said. “She’s honest and raw and a great role model for young girls.”
The actress will front a new product launching in early 2020.
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Ashley Graham shows off her stunning natural beauty as she poses in CVS’ new unretouched campaign – part of the pharmacy chain’s pledge to educate customers about the difference between authentic and digitally altered pictures.The 31-year-old Revlon br…
Ashley Graham shows off her stunning natural beauty as she poses in CVS’ new unretouched campaign – part of the pharmacy chain’s pledge to educate customers about the difference between authentic and digitally altered pictures.
The 31-year-old Revlon brand ambassador displays her flawless complexion, beaming smile and bright eyes in the captivating shot, which shows her with a smoky eye and pink lip.
Other stars to showcase their beauty in the images include former Scandal star Kerry Washington and CoverGirl brand ambassador Ayesha Curry.
The pictures come as part of CVS’ Beauty Mark initiative, which was launched in January 2018 and sees a special watermark used “to highlight imagery that has not been materially altered”.
“As a purpose-led health care company as well as the second largest beauty retailer in the country, we want the millions of customers that visit CVS Pharmacy locations each day to see a more authentic and diverse representation of beauty,” Kevin Hourican, president of CVS Pharmacy, said as the new campaign was unveiled in New York on Thursday (24Jan19). “We applaud the brand partners that truly embraced this initiative and helped us in taking significant steps forward in our effort to change an industry standard that has an impact on the health and self-esteem of our mutual customers.”
The brands Kevin is referring to include Revlon, CoverGirl, Olay, L’Oreal, Maybelline and Neutrogena, who have all made the commitment to work together to achieve full beauty imagery transparency by the end of 2020.
It’s not the first time Ashley has posed for an unretouched campaign.
She previously showed off her incredible curves in shots for her Swimsuits For All campaign, and hoped the pictures, which hadn’t been digitally altered in any way, “instil a fearless belief in everyone to be happy in their own skin”.
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