The queen is back! CoverGirl announced today that it is returning Queen Latifah as its brand’s newest ambassador, six years later the actress’ ten-year run with the brand is over. In 2006, Latifah joined forces with CoverGirl to help support the brand’s diversity efforts and become a role model for all the little girls in her community who have never seen someone like her in an ad for CoverGirl.
In a recent interview with The essenceLatifah considered her first round with the brand and the moment that inspired the super successful Queen collection they created together (one of the first lines of meat cosmetics created especially for deeper skin tones): “A woman came to see me. and said, ‘I’m so happy for you and CoverGirl. I like that, but I wish you could shade my skin. ”When she said that, it didn’t pass me, it was up to me. I [thought]”Okay, let’s do a shade on your skin.” I was wondering, why am I CoverGirl when we can’t get our different shades?
The launch of the Queen collection has prompted many other cosmetics brands to rethink their shades and makeup diversity, and we have made great strides in the industry over the last 15 years. Latifah, now also a Grammy-nominated producer and nominee and philanthropist, will will be the face of the hitherto unannounced collection from CoverGirl and will join the brand in a multi-year partnership.
“It seems like a moment of a full circle to be back with my CoverGirl family, ”he says. “I’m excited to reconnect with them and work with them to bring inclusiveness to the forefront of every step of the way, from product development to advertising development to product distribution. I’m excited to be back and I’m looking forward to what we can create together! “
Stefano Curti, director of the consumer beauty brand at Coty, the parent company of CoverGirl, is also very excited: “Bringing Queen Latifah back to the CoverGirl family was a breeze for us. Latifah is one of the most powerful voices of our generation and we are excited to join in its efforts to inspire and bring about change. She has helped us develop the brand to include products that help women and men of all ages and skin tones live their true selves with the beauty that meets their needs. ”
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