CoverGirl are making some pretty big strides in their campaigns, as far as beauty brands go. Back in 2016 they started shaking up their marketing and working towards diversifying the CoverGirl name and the people attached to it, naming Nura Afia the brand's first Muslim ambassador and James Charles CoverGirl's first male spokesmodel respectively. Their latest campaign, #IAmWhatIMakeUp, features the beautiful Amy Deanna promoting CoverGirl's Trublend foundation.
Their choice in casting continues to push back against society's exclusive beauty standards, as it specifically focuses on skin conditions, vitiligo in particular. Whilst many foundation campaigns consistently push what imperfections it can cover, CoverGirl quite rightly celebrates vitiligo for its beauty rather than seeing it as an imperfection, the latter of which is often the message portrayed by mainstream beauty companies. With the help of the likes of Winnie Harlow and other key players with vitiligo making movements in the fashion world, the stigma surrounding such skin conditions is slowly being shattered.
The 15-second campaign video (which you can see below) shows Deanna using two different foundation shades, as on the overlay she says, “Why try to blend in when you can choose how to stand out?”. Not only does the campaign offer a simple yet gorgeous representation of a skin type that isn't celebrated or seen enough in mainstream media and advertising, but Amy herself looks confident and, quite honestly, phenomenal.
Props to CoverGirl for continuing to encourage the beauty of diversity in their campaigns — we can't wait to find out what's next!