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Coverboy

Award: Wood Pencil

Wood Pencil / Media / Use of PR / 2017

In 2016, the U.S. became more divided than it had been in a long time. Americans grappled with many issues including LGBTQ rights and more. One of the biggest makeup brands in the world, COVERGIRL, who has always believed that “everyone can be a COVERGIRL”, decided it was time to take a stand.

We made makeup artist, James Charles, the first every COVERBOY. He overtook cultural conversation, trending in the top five on Twitter, often beating out the U.S. Presidential election. He was also featured in news segments in The New York Times, CNN, The NBC Nightly News and The Ellen Show.

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