The focus is on finding individuals who can represent a "fresh" or "clean" beauty aesthetic. 4. Cultural Impact and Criticism
While often hiring celebrities, casting calls have historically sought individuals aged 21–40 of any ethnicity to represent their broad product line. Cover Girl Models
Zendaya was announced as a spokesperson in 2016. In 2018, Amy Deanna became the first model with vitiligo to represent the brand. The focus is on finding individuals who can
Originally, CoverGirl focused on a wholesome, "girl next door" aesthetic, emphasizing a "clean makeup" look. This blue-eyed, blonde, all-American image was paramount to the brand's early success. Zendaya was announced as a spokesperson in 2016
This paper explores the evolution, cultural impact, and selection of models for the iconic American cosmetics brand, CoverGirl. Since its inception in 1959, the brand has used the "CoverGirl" title to define and redefine beauty standards, evolving from a "girl next door" image to a platform for diversity, inclusivity, and celebrity representation.