CoverGirl is back at it with the barrier-breaking ambassador appointments. Its latest campaign, celebrating the brand’s new So Lashy! blastPRO Mascara, features newly minted CoverGirl Nura Afia. Afia, a Colorado-based Muslim beauty blogger and YouTube sensation, has racked up over 210,000 subscribers thanks to her innovative hijab styling tutorials, skillful smoky eye makeup and easily replicated everyday looks.
“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,” the brand said of its newest signees, who include not only Afia, but 17-year-old CoverBoy James Charles.
New York City residents who brave a stroll through Times Square will see Nura dancing alongside James, Beyoncé protégés Chloe and Halle Bailey, and DJ, model and actress Amy Pham on the screens above. The diverse group happily plumps their lashes using CoverGirl’s newest creation, touting a message of racial inclusion and #LashEquality. (The hashtag not only highlights the makeup giant’s awesome casting choices but the So Lashy! brush’s unique shape, designed to leave no hair un-coated.)
CoverGirl, much like Pat McGrath Labs and Kylie Cosmetics, is certainly doing its part to showcase a more inclusive definition of beauty. (Although we will admit, the use of a darker-skinned and/or curvy model like Khoudia Diop would’ve brought this campaign to the next level.)
Priced at around $8.99 (depending on the retailer), So Lashy! blastPRO Mascara is now available. Nura and James’ TV spot, which also features the star power of Katy Perry and Sofia Vergara, airs worldwide November 14.
#LashEquality = bold, sexy lashes for ALL. At COVERGIRL, we’ve always stood for inclusive beauty that supports any and all types — from skin types to lash types. We know that whether you have short, straight, light or long lashes, you all crave the same bold end look, so we listened and created #SoLashy mascara: the first mascara designed for any and all lash types. Representing all types of beauty, our #SoLashy fam (and their lashes) have come together to stand for #LashEquality. Bold, sexy lashes for all: are you on board? #Repost, comment, to be a part, and stay tuned for more!
A photo posted by COVERGIRL (@covergirl) on
[ via the Huffington Post ]