According to an article by WWD, American actress, singer and rapper, Queen Latifah, has officially re-joined CoverGirl, with plans to “bring inclusivity to the forefront every step of the way, from product creation to ad development to product dissemination.”
Latifah first joined CoverGirl back in 2006 and spent more than a decade as the face of the brand’s Queen Collection. This was CoverGirl’s first exploration into darker skin tones, as well as the Clean Foundation and Outlast Lipcolor.
The star returns to CoverGirl at a time when the brand’s parent company, Coty, is experiencing significant growth, said CEO, Sue Nabi, in an interview with WWD.
Nabi also describes CoverGirl as “the most beloved makeup brand in America,” adding that the emotional side and connection with American consumers is super strong."
“And therefore reactivating memories, reactivating this love factor, is one of the key elements of success,” she said. “[Queen Latifah is] going to represent products such as TruBlend, our line that’s going to demonstrate our ability to be one of the most inclusive brands in the U.S. in terms of shades. TruBlend has more than 50 shades of foundation.
She’s been an icon, and my gut feeling and the gut feeling of Stefano [Curti, Coty’s chief brands officer] and the teams in the U.S. is that Queen Latifah is going to bring to the brand all these generations of consumers who have been in love with the brand in the past.”
CoverGirl previously brought back spokesmodel, Nikki Taylor, as the face of the brand’s Simply Ageless line. Nabi said that bringing back both Taylor and Latifah was also a good way to send a message about inclusivity: That you do exist after 40 years old.
Image source: Billboard
