Trends Forecasting Research Document TRENDS FINAL HAND IN FINISH | Seite 14

James Charles Covergirl
Figure 13
Lydia Holland Trend Forecasting Research Document
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James Charles started his Instagram page around a year ago and has 426,000 followers and more
than 70,000 subscribers on Youtube. James is classed as a talented makeup artist and has created
many make-up tutorial looks. James Charles has just been announced as Covergirls first male
‘Cover girl’ and will be in their upcoming mascara campaign along side Katy Perry. (Saltzman,
2016)

The magazine has been running for 55 years and there has never been a male within
their campaigns. “One year ago, he boldly chose to launch his Instagram to the world, using
transformative, dynamic makeup looks to showcase the many facets of his personality, serving
as an inspiration to women, men, guys and girls who might have been afraid to do the same.” –
Covergirl (Borovic, 2016)

This move towards a male covergirl has followed a current increasing trend of makeup
brands using male ambassadors to showcase their colourful cosmetics. Male beauty influencers
have gained popularity through their social medias and some have had collaborations with huge
beauty brands such as Manny Gutierrez (a.k.a Mannny Mua) has collaborated with make-up Geek
and Ofra Cosmetics. (Saltzman, 2016)

As the blogging industry is increasingly growing, so is the increasing number of males
who are actually turning to online beauty blogs/vlogs for tips. As an impact of this male beauty
bloggers are on the rise, with men wearing make-up with tutorials online, such as James Charles’
tutorials (Grounsell, 2016)
This determines that society is becoming accepting of men wearing makeup and people being
themselves and being proud of that. The campaign in which James is wearing makeup and
promoting mascara shows that they are demonstrating break-through freedom and creativity in all
aspects of the media, allowing others to feel confident in being themselves.