Cover Girl has named Zendaya as its latest brand ambassador.
In true Millennial fashion, the 19-year-old actress-singer-model broke the news first on her Instagram, with behind the scenes footage from her first ever Cover Girl shoot and caption that read, “Meet your newest, easy…breezy beautiful Cover Girl.”
The brand’s Instagram account followed suit in terms of social media promotion, with an image of its latest muse alongside caption, “Hot news — @Zendaya is joining the Cover Girl family! She’s a quadruple threat (singer, dancer, actress, style and beauty icon) and total girl boss. As a #CoverGirl, she’ll share personal beauty tips (have you seen her brow game?) and inspiration to help you do you.”
Zendaya will make her debut with the brand during a television spot airing live during the 58th Annual Grammy Awards on Feb. 15 on CBS. The campaign will feature a new lineup of products including Plumpify Mascara by LashBlast Pro, TruNaked Eyeshadow Palette and Liners, and Oh Sugar Lip Balm. She will also be the face of the brand’s cornerstone collection, Clean line of products.
“I am so honored to join the company of a roster as celebrated and diverse as Cover Girls,” Zendaya said. That aforementioned roster includes Katy Perry, Taylor Swift, Rihanna, Sofia Vergara, Tyra Banks, Ellen DeGeneres and Drew Barrymore.
“I can’t wait to share some of my own beauty tips with fans and work alongside Cover Girl to continue empowering girls and women to celebrate their individuality,” she added.
Zendaya stars and coproduces “K.C. Undercover” on the Disney Channel and is working on a follow-up to her debut album, “Zendaya.” She was named one of “this year’s emerging style icons” by Harper’s Bazaar and invited to attend the Met Gala at the Metropolitan Museum of Art.
“Watching Zendaya’s work and authentic conversation with fans in social media was truly inspiring to us at Cover Girl,” said Esi Eggleston Bracey, executive vice president, Global Color Cosmetics, for Procter & Gamble. “She is not afraid to stand up for what she believes and makes no apologies for who she is — we love her energy, confidence and willingness to experiment and express herself with makeup. I know that together, we will do big things and help evolve the perception of beauty today.”