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CoverGirl has hired its first male spokesperson, social media influencer James Charles.
Charles will be the first CoverBoy in the company's 58-year history, according to a release. The partnership, which began on Tuesday, was announced on fellow CoverGirl and musician Katy Perry's Instagram account. He will appear in TV, print, social and public relations events for the company, starting next month with the launch of CoverGirl So Lashy! by blastPRO Mascara.
The 17-year-old Bethlehem, N.Y.–resident rose to internet fame thanks to his makeup tutorials, which ranged from everyday looks to special effects makeup. In addition to 439,000 Instagram followers, he has more than 71,000 YouTube subscribers. He also made viral waves for bringing his own lighting setup to get a picture-perfect senior yearbook photo.
Brands are increasingly turning to online influencers in order to reach younger demographics that value social media stars over traditional celebrities. Charles is not the only social media star to represent the cosmetic brand. In July 2014, CoverGirl signed Ingrid Nilsen, its first online influencer. She currently has more than 4 million subscribers on her YouTube beauty-themed channel.