Target: Erika Zayas, media contact for CoverGirl
Goal: Praise CoverGirl for going against gender norms and hiring its first male model to represent the company.
CoverGirl has broken boundaries with its announcement that 17-year-old James Charles will be the cosmetic company’s new representative. Since the company began in 1961, only women have held this paramount role, most recently Katy Perry. By including a male in the mix, CoverGirl is helping makeup become more mainstream and acceptable for anyone to wear. This historical campaign will pave the way for the inclusion and acceptance of non-traditional gender identifiers.
Charles was chosen for this role due to his elaborate makeup tutorials and massive online following. He got his start doing hair and makeup for friends before promoting himself on social media. Within one year, he gained 600,000 Instagram followers and around 80,000 YouTube subscribers. He says he started the accounts both to increase his clientele list as well as to inspire others to be themselves and to be artistic. His designs show that makeup is not just for contouring and that eyeliner, lipstick, and glitter are not just for girls.
This decision is a huge step in the right direction for the beauty industry because it promotes equal opportunities for people no matter their age, gender, race, or sex. Charles says he is not transgender and is excited to show people that boys wear makeup too. He believes that anyone who would find this sort of promotion strange lacks confidence in their personal selves. Hopefully, we will continue to witness individuals with differing genders representing the beauty industry. Praise CoverGirl’s bold statement in choosing such an inspirational, male representative.
Dear Ms. Zayas,
I am writing to express gratitude toward CoverGirl for hiring James Charles to represent such a well-known cosmetic brand. Charles is an inspiration, and including him in marketing campaigns is a step in the right direction for the beauty industry as a whole. This incredible moment in CoverGirl history showcases the company’s belief in equal opportunities for anyone, regardless of age or gender. Granting this little-known, young star time in the spotlight allows him to spread his message of acceptance to a wider audience.
It is my sincere hope that CoverGirl will continue to challenge gender norms by including all different types of identities and body types in its catalog of ambassadors. The more makeup and fashion companies work to break gender norms, the more mainstream it will become. I applaud Covergirl for being a leader in this effort and for taking a stand for gender fluidity.
[Your Name Here]
Photo Credit: Courtney Rhodes