The makeup industry is no stranger to female brand ambassadors but 'Covergirl' is opting to branch out to become more inclusive and expand its consumer base in the process.
Instagram and YouTube have carved out spaces in a variety of industries for people who may not have a voice on those subjects in the mainstream media -- and beauty is one of those industries. Vlogger and influencer James Charles is a teenager who shares makeup tips with fans and is essentially a self-taught beauty expert. He will be the first ever male brand ambassador for the cosmetics brand Covergirl.
By choosing a male brand ambassador, Covergirl has managed to appeal to a larger group of people and now functions on a more inclusive and expansive business model.