Thursday, January 21, 2016

The Newest Face of COVERGIRL Is …


Today, Jan. 21, COVERGIRL, the brand known for rocking your unique kind of beautiful, has announced Zendaya as the fresh new face. Known for redefining standards of what it means to be authentic and “do you” in a too-perfectly curated social media world, Zendaya stands for individuality and the unique definitions of beauty that go along with it. Zendaya broke the news first on her Instagram page and featured behind the scenes footage from her first ever COVERGIRL shoot, and another image was then shared on COVERGIRL’s Instagram page.

“I am so honored to join the company of a roster as celebrated and diverse as COVERGIRLs” says Zendaya.  “I can’t wait to share some of my own beauty tips with fans, and work alongside COVERGIRL to continue empowering girls and women to celebrate their individuality.” – Zendaya

Evident in her versatile style, Zendaya isn’t afraid to color outside the lines, whether she’s working on her latest musical collaboration, trying a new beauty look on the red carpet, or speaking her mind through the inspiring words she shares with her fans. Her ability to distinctly stand out is a key reason that so many girls and women look up to her, not only as a beauty icon, but also as a role model. Zendaya is redefining goals for this generation and showing the world what it means to be a girl boss - smart, in control and unapologetically herself.

“Watching Zendaya’s work and authentic conversation with fans in social media was truly inspiring to us at COVERGIRL,” says Esi Eggleston Bracey, Executive Vice President, Global Color Cosmetics, P&G.  “She is not afraid to stand up for what she believes, and makes no apologies for who she is – we love her energy, confidence, and willingness to experiment and express herself with makeup. I know that together, we will do big things and help evolve the perception of beauty today.”

In true form, Zendaya came to COVERGIRL with a plan –she wants to empower girls and women alike to embrace their uniqueness, whether that means trying the latest out-there beauty trends, or being outspoken about the things that matter to you. The catch: it’s not about imitating her; it’s about owning your personal swag and defining what that means to you.

Zendaya’s first ad will launch live during the 58th Annual GRAMMY Awards airing on CBS on Monday, February 15, featuring a new line up of COVERGIRL products – Plumpify Mascara by blastPRO, truNAKED shadow palette and liners and Colorlicious Oh Sugar Lip Balm.  Then, coming summer 2016, Zendaya will be the face of COVERGIRL’s cornerstone collection – the iconic line of Clean products – plus a new mascara. 



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