NEW YORK--(BUSINESS WIRE)--America Ferrera stars in her first COVERGIRL campaign as ambassador for the new Clean Fresh Skincare collection. Launching nationally in the U.S. today in English and Spanish, the dual-language campaign is America's debut engagement for COVERGIRL since being named the brand's newest ambassador in November 2021; and it marks the availability of Clean Fresh Skincare in stores nationwide, everywhere COVERGIRL is sold.
The recently launched skincare collection marks the latest step towards the brand’s vision of creating a better kind of beauty, which is cleaner, cruelty-free, vegan and more sustainable. COVERGIRL was the first brand to bring the world clean make-up 60 years ago, and continues to change beauty for good, by making the latest clean beauty innovation accessible to everyone.
America embodies everything that a modern COVERGIRL is today, and she has a clear point of view on beauty and skincare, which reflects the brand's ambitions and the Clean Fresh Skincare collection perfectly.
“When we announced our partnership with America Ferrera in the fall, we knew she would perfectly personify the Clean Fresh Skincare collection. America encourages everyone to embrace their authenticity and forge their own individual paths, which is why she was the perfect ambassador for COVERGIRL’s newest accessible and inclusive innovation--Clean Fresh Skincare. It's a clean, vegan skincare line that brings ingredient-conscious products to everyone and proves that clean beauty doesn’t have to come with prestige prices for an audience of consumers who may not have previously been able to diversify their beauty routine in this way," said Stefano Curti, Chief Brands Officer, Consumer Beauty, at Coty, home to the COVERGIRL brand.
COVERGIRL products and ambassadors alike have long been a mirror for the changing face of beauty. The brand has named diverse and boundary-pushing ambassadors over the years such as Queen Latifah, Rihanna, Zendaya and now, America Ferrera. As a barrier-breaking Latina actress, director, and producer, America embodies COVERGIRL’s empowering message of individuality, accessibility, and inclusivity.
“Growing up, I really didn’t see myself represented in the media and across traditional beauty standards. To be named a COVERGIRL is something I never expected, but I’m thrilled to be able to represent my community and show that you can be an actor, a director, a businesswoman, a mom, a Latina, a first-generation American and be a COVERGIRL," shared America. "The Clean Fresh Skincare collection embodies some of my favorite elements of my beauty routine, including clean ingredients, easy-to-use products and a collection that can be found at an affordable price.”
The campaign was created by Coty’s in-house creative team, led by Sam Southey, Global Head of Brand Equity & Creative Lead; and it was directed by Latina director and photographer Paola Kudacki.
“The campaign uses the power of America’s story to make a point about COVERGIRL’s purpose in the world today and the brand's beliefs around beauty. Sharing the twists and turns of her personal journey and her relationship with beauty is a true source of strength to so many. If we can make one more little girl or boy out there, no matter who they are or where they come from, feel like a COVERGIRL, then we have served our brand purpose well,” said Southey.
“When I stepped on to set, I felt an immediate bond and connection with America. Directing this campaign was truly so much fun, her authenticity and professionalism made the shoot run so smooth. It was an unforgettable experience. Both, America and I truly believe in bringing more LatinX voices to the forefront of the beauty industry. We’re excited to share this campaign with the world and for our community to see themselves represented in the media, and hopefully get inspire to follow their dreams and to feel proud in their own skin,” said Kudacki.
America Ferrera’s first COVERGIRL campaign for Clean Fresh Skincare can be viewed here: https://youtu.be/YpZZe7aA72Y
Clean Fresh Skincare is available everywhere COVERGIRL is sold in the makeup aisle.
About America Ferrera
America Ferrera is an award-winning actor, director and producer known for her breakthrough role as “Betty Suarez” on ABC’s hit comedy, Ugly Betty. For her performance, Ferrera was awarded an Emmy®, a Screen Actors Guild Award®, and a Golden Globe®, as well as ALMA and Imagen Awards. Ferrera recently executive-produced and directed several episodes of NETFLIX’s hit Latinx Dramedy, Gentefied, which made its Season 2 return on November 10th. She also starred in, executive produced, and directed many episodes of NBC’s beloved workplace comedy, Superstore, which ended its six-season run on March 25th, 2021. Upcoming, Ferrera will make her feature film directorial debut with I Am Not Your Perfect Mexican Daughter and co-star in AppleTV+’s We Crashed. Born and raised in Los Angeles, Ferrera currently resides in New York City with her husband and two children.
ABOUT COVERGIRL
COVERGIRL, a beloved American brand, celebrates authenticity, diversity and self-expression through beauty. Born in 1961, COVERGIRL offers accessible, affordable, and inclusive products for everyone. Through the years, COVERGIRL has partnered with inspirational, barrier-breaking, and diverse people as the faces of the brand. In 2018, COVERGIRL became the largest makeup brand to be Leaping Bunny Approved by Cruelty-Free International, which means all of our products are certified cruelty free, no matter where we are sold. Visit www.covergirl.com or find @COVERGIRL on social media.
ABOUT COTY INC.
Founded in Paris in 1904, Coty is one of the world’s largest beauty companies with a portfolio of iconic brands across fragrance, color cosmetics, and skin and body care. Coty serves consumers around the world, selling prestige and mass market products in more than 130 countries and territories. Coty and our brands empower people to express themselves freely, creating their own visions of beauty; and we are committed to making a positive impact on the planet. Learn more at coty.com or on LinkedIn and Instagram.
Source: Coty Inc.
