B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • AFL
  • WPP
  • B&T Women in Media
  • NRL
  • Anthony Albanese
  • Thinkerbell
  • Pinterest
  • State of Origin
  • imaa
  • ARN
  • Meta
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: CoverGirl’s First Male Model Labelled A “Genius” Marketing Move
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > CoverGirl’s First Male Model Labelled A “Genius” Marketing Move
Marketing

CoverGirl’s First Male Model Labelled A “Genius” Marketing Move

Staff Writers
Published on: 17th October 2016 at 10:43 AM
Staff Writers
Share
2 Min Read
SHARE

Slightly dowdy cosmetic company CoverGirl has certainly pulled the brand into the Millennial age after announcing a seventeen year old male as its new ambassador.

American teenager James Charles has been announced the new face of the brand, famous for chainstore lipsticks and mascaras. Charles has become a social media star in the US  for his elaborate make-up looks and tutorials he posts on Instagram and YouTube. He’s already reportedly amassed over 600,000 online followers.

covergirl-james-charles

The US business site Fortune described Charles’ appointment as “genius Z marketing” and predicted “more marketers may soon follow suit” as the Zs (born around the 2000s) are more “open to more fluid definitions of gender and sexuality”.

Charles said of his new global marketing stardom: “I am so beyond excited and overwhelmed and happy and astonished I truly hope that this shows that anyone and everyone can wear makeup and can do anything if you work hard.”

http-%2f%2fprod.static9.net.au%2f_%2fmedia%2f2016%2f10%2f14%2f11%2f39%2f1410_covergirl2_sp

CoverGirl is approaching its sixtieth birthday and, to its credit, had veered away from traditional models for more quirky types to represent the brand including Ellen Degeneres, Sofia Vergara, Zendaya, Queen Latifah and Jenelle Monae.

Speaking to Fortune, influencer marketing expert, Laura Brinker, said of the brand’s new male move: “Our population is becoming increasingly diverse. These trends are certainly something millennials have appreciated as they’ve grown up, but they’ll be even more important for Gen Z.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Advertising Standards Bureau, James Charles
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Parliament House, Canberra
Federal Government Reviews Creative Agency Roster, Replaces Panel With ‘More Secure’ Village Model
02/07/2025
Resolution Digital Reshapes Leadership Team
02/07/2025
Aon Kicks Off Major Global Creative & Media Shake-Up
02/07/2025
AI Adoption Is Surging In Australia But Does It Risk ‘Dehumanising’ Us?
02/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?