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CoverGirl Seeks More Social Interaction Via New Spokeswomen
Posted: July 10, 2013
As a brand that’s all about individuality and celebrating “la belleza” in a style that only you can rock, it’s fitting that CoverGirl's newest face is 16-year-old Becky G. Joining a lineup of successful and inspiring global beauties like Pink, Sofia Vergara, Queen Latifah and Ellen DeGeneres, Becky G is an accomplished singer, songwriter and rapper with a unique street style.
Becky recently wrapped her first CoverGirl shoot and will be appearing in national TV and print advertising for the brand this summer. And it won’t stop there: Becky is very socially active and maintains a close relationship with her fans, who she affectionately dubs “beasters,” in social media (@iambeckyg on Twitter, Facebook and Instagram). CoverGirl fans and “beasters” will get to know Becky’s easy, breezy personality via original content on the beauty brand’s social properties like YouTube, which will give a glimpse into her life as a CoverGirl and rise to stardom.
“Becky G is such a relatable and powerful role model, who, from a very young age, has advocated individualism and paying respect to where you come from and where you want to go,” said Esi Eggleston Bracey, VP and general manager, CoverGirl Cosmetics. “She’s a smart, motivated and strong-willed young woman who knows exactly what she wants to do in life, and it’s that attitude that the CoverGirl brand loves about her and identifies with. Becky is a star on the rise, and we’re excited to welcome her into the CoverGirl family.”
Born and raised in the Inglewood section of Los Angeles, Becky’s family hails from Mexico, and she is bilingual. Her lifelong ambition has always been to stay proud of who she is and where she came from, and with this new beauty partnership, she’s making it a personal mission to help bring CoverGirl confidence to every “chica” in the nation. “I think it’s really cool that CoverGirl is giving me this opportunity to inspire other girls to work it, own it, love it no matter what you’re like or where you’re from because that’s what being beautiful is all about,” said Becky. “Even when I’m in sweatpants, if I have makeup on, I feel like I can rock the world.”
Becky G’s musical style is all about creating trends and rocking a unique flavor in her fashion and beauty looks. As the first chapter of her CoverGirl story, Becky will be joining the brand to celebrate beauty, beats and “confianza” in every girl, on every block. In the months ahead, Becky will debut many looks from the brand’s new collection, including ones featuring the fired-up, volumizing CoverGirl Flamed Out Mascara. Rocking the mic, her lips and nails will be in the spotlight showcasing CoverGirl Lipslicks Smoochies Lip Balm, providing a hint of sheer, beautiful color; and CoverGirl Outlast Stay Brilliant Glosstinis, which are mini versions of Outlast Stay Brilliant Nail Gloss in tropical, glossy colors perfect for summer.