The partnership with James Charles officially kicks off today, and will be followed later this month with the launch of the brand's new, universal mascara designed to work on all lash types: CoverGirl So Lashy! by blastPro Mascara. The campaign with him includes TV, print, digital/social and PR, and he will continue his CoverGirl partnership throughout the year, sharing can’t-miss beauty content, tips, tricks and how-tos with the millions of James Charles and CoverGirl fans and followers, said the company. The social media campaign is @JCharlesBeauty using the hashtag #COVERGIRLJames.
Other recent news at the brand includes a line with superstar Katy Perry and a beauty app.