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CoverGirl Just Chose It's First Brand Ambassador With Vitiligo

March 1, 2018

 

 

It's super important that beauty brands are inclusive, not only with their offerings but with the people they choose for their campaigns. Rihanna knows this, and she chose an incredibly diverse group for the original Fenty Beauty campaign. People loved it, and have been loving Fenty Beauty ever since. Many other brands are also getting this memo, including CoverGirl, which recently shot a campaign film for its TruBlend Liquid Makeup featuring Amy Deanna, a model with vitiligo, a condition that causes skin to lose pigment cells.

This campaign comes after some rebranding for the brand, including a new slogan replacing the old "Easy, Breezy, Beautiful" slogan we'd all grown up with. The new slogan is "I Am What I Make Up," and with it, CoverGirl has rolled out new products and new campaigns. The brand has chosen brand ambassadors like Maye Musk to carry their new message across the finish line, and now, it's tapped model Amy Deanna to help, as well

 

In the video, Deanna is shown applying the TruBlend Liquid Makeup and says, "Why try to blend in when you can choose how to stand out? TruBlend Foundation in light, medium, and deep tones, from CoverGirl." She's seen using multiple shades of the product in the video on her skin, both to highlight some of the naturally lighter areas of the skin as well as to even her skin tone out in other areas.

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