In the summer, she will be the face of the brand’s cornerstone collection—its line of Clean products as well as a new mascara variant
CoverGirl, under Procter & Gamble, has welcomed on board actress and singer, Zendaya, as the new face of the brand. Her appointment as brand ambassador is directly aimed at redefining the standards of beauty in an often too perfectly curated social media world.
According to the cosmetic giant, the artiste’s versatility complements the brand’s own values and fashion sense. Given her vast influence across the digital landscape and innate ability to inspire fans by speaking her mind, she stood out as a formidable choice for the role.
“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,” said Esi Eggleston Bracey, Executive Vice President, Global Colour Cosmetics at P&G.
Set to represent the brand as a beauty icon as well as role model, Zendaya came to CoverGirl with the plan to empower the girls and women alike to embrace being unique and exercise strength in expression. Ultimately, the brand’s objective is to encourage the female race to ‘be you’.
Her first advertisement launches live during the 58th Annual Grammy Awards airing across CBS on 15 February 2016, and will feature a fresh product line-up. The collection includes the Plumpify Mascara by blastPRO, truNAKED’s shadow palette and liners as well as the Colorlicious Oh Sugar Lip Balm.