Fortune
Excerpts:
Quote:
Early this week, CoverGirl named the beauty brand’s first-ever male model. It was a savvy move to capture relevancy among the newly-emerging Generation Z. It also may be indicative of a pivot other marketers likely will be taking to advertise to this younger generation, who are more open to more fluid definitions of gender and sexuality....
Charles serving as a CoverGirl hits a few key themes that should resonate with fellow teens. Charles is well established on social media: he has nearly 74,000 followers on Twitter and 587,000 on Instagram. This generation generally seeks less restrictions on gender norms, as seen by the recent move by colleges to allow new students to pick their gender pronouns.
CoverGirl is aware of these trends. The brand says it has launched a new mascara, called So Lashy, that is deemed an universal mascara designed “for anyone wanting to transform their lashes into a bold look.” So essentially, the brand is saying: we aren’t marketing this to just women.
Charles serving as a CoverGirl hits a few key themes that should resonate with fellow teens. Charles is well established on social media: he has nearly 74,000 followers on Twitter and 587,000 on Instagram. This generation generally seeks less restrictions on gender norms, as seen by the recent move by colleges to allow new students to pick their gender pronouns.
CoverGirl is aware of these trends. The brand says it has launched a new mascara, called So Lashy, that is deemed an universal mascara designed “for anyone wanting to transform their lashes into a bold look.” So essentially, the brand is saying: we aren’t marketing this to just women.
