Fashion (Canada) - - Beauty - —Souzan Michael

A new era of CoverGirl is of­fi­cially un­der­way—com­plete with a new slo­gan (“I Am What I Make Up”) and pack­ag­ing and spokes­peo­ple like 69-year-old model Maye Musk and mo­tor­cy­cle racer She­lina Moreda. But the brand’s over­haul ac­tu­ally be­gan back in Septem­ber, when chef and Food Net­work host Aye­sha Curry was signed. In fact, the Markham, Ont., na­tive is its firstever face who isn’t a model, a singer, an en­ter­tainer or an ac­tress. “When we looked at our ros­ter, we re­al­ized that even though we said the brand was for ev­ery girl, all our spokesmod­els came from those in­dus­tries,” says Ukonwa Ojo, the brand’s se­nior vice-pres­i­dent, at the launch of the re­brand in New York. “Women play so many amaz­ing roles in so­ci­ety, and we weren’t cel­e­brat­ing that.”

Ear­lier that day in a bright ho­tel room, Curry, wear­ing an equally bright pair of green stilet­tos, pur­ple blouse and pleated sil­ver skirt, is clearly de­lighted about her new role. “When they called, I thought I was be­ing ‘Punk’d ’; I’m not the tra­di­tional choice,” she says, re­fer­ring to her culi­nary back­ground. As un­tra­di­tional as she may be, Curry, who has been a life­long makeup lover, is the face of CoverGirl’s Pea­cock Flare Mas­cara ($14) and of Trublend Matte Made Foun­da­tion ($13), which comes out in June. And a love of beauty prod­ucts seems to run in the fam­ily. “My five-year-old daugh­ter is ob­sessed with makeup,” she says. “She’ll say ‘I’m go­ing to con­tour your crease’ and I’m like, ‘Ex­cuse me? You’re five.’”

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