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theodore M I R A L D I mpa ... editor, publisher, writer
Thursday, October 13, 2016
The Left's NEW NORMAL ... CoverBOY
Socio-political commentary ... Cody Jones.
Easy, breezy, beautiful CoverBoy?
The iconic makeup brand announced on Tuesday that James Charles, a 17-year-oldbeauty vlogger, will become its first male brand ambassador.
The aspiring makeup artist is based in New York, where he practices his skills on himself and pals.
Charles began his social media accounts a year ago to share his passion for beauty products. Then in September, his online presence blew up after a tweet of his senior portrait, a photo of the high schooler with immaculately sculpted cheek bones, went viral. Now, a month later, 522,000 people have followed his Instagram account.
While this is a bold move for CoverGirl, it’s not the first time that the company has attempted to shed its classic image.
Back in 2012, Ellen DeGeneres and Sofía Vergara shared the spotlight in a commercial for CoverGirl & Olay foundation—an effort toward inclusion, and a far cry from Christie Brinkley’s reign.
These gutsy advertising campaigns have kept CoverGirl relevant as hundreds of beauty brands pop up. But will the decision to feature a man in its ads alienate customers? Some think it is a step too far, and have taken to social media to voice their displeasure.
On Twitter, user @JanJohnsonFL said of the collaboration, “Awww HELL NO! You’re NOT a female. You’re a male wearing makeup… SMH.” Despite the backlash, however, thousands of people are supporting the teen, including his campaign co-star Katy Perry.
A statement explaining why CoverGirl chose Charles as its first male ambassador stated, “All of our CoverGirls are role models and boundary-breakers, fearlessly expressing themselves, standing up for what they believe, and redefining what it means to be beautiful. James Charles is no exception.”
Charles will make his TV, print and digital debut for the new CoverGirl “So Lashy! by BlastPro” mascara at the end of October.