US cosmetics brand COVERGIRL haas announced make-up artist and social influencer James Charles as its first male COVERGIRL. The partnership, which kicked off this week, will be followed later this month with the launch of its new, universal mascara designed to work on all lash types, COVERGIRL So Lashy! by blastPRO Mascara. The campaign with James includes TV, print, digital/social and PR, and he will continue his COVERGIRL partnership throughout the year, sharing beauty content, tips, tricks and how-tos.

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COVERGIRL in 'beauty, fragrance, grooming & health'