NEW YORK — Actress and singer Zendaya has signed up as a brand ambassador for CoverGirl.
The Procter & Gamble cosmetics brand said Zendaya’s first ad is slated to launch live on Feb. 15 during the 58th Annual Grammy Awards airing on CBS. The spot will feature a new line of CoverGirl products, including Plumpify Mascara by blastPRO, truNAKED shadow palette and liners and Colorlicious Oh Sugar Lip Balm.
This summer, Zendaya also will be the face of CoverGirl’s cornerstone collection — the Clean product line — as well as a new mascara, according to P&G.
“Watching Zendaya’s work and authentic conversation with fans in social media was truly inspiring to us at CoverGirl,” stated Esi Eggleston Bracey, executive vice president of global color cosmetics for P&G. “She is not afraid to stand up for what she believes and makes no apologies for who she is. We love her energy, confidence and willingness to experiment and express herself with makeup. I know that together we will do big things and help evolve the perception of beauty today.”
Zendaya currently stars and co-produces the Disney Channel’s spy comedy “K.C. Undercover” and is working on the follow-up to her self-titled debut album, which yielded the platinum-certified single “Replay.” An NAACP-, BMI- and Teen Choice Award-nominated entertainer, she has performed around the world, including at the White House.
In addition, Zendaya has established a presence on the red carpet in the fashion world, earning praise from InStyle, Elle, Glamour, W Magazine and other leading publications. In 2015, she was named one of “this year’s emerging style icons” by Harper’s Bazaar and invited to attend Vogue’s Met Gala.
“I am so honored to join the company of a roster as celebrated and diverse as CoverGirl’s,” Zendaya said in a statment. “I can’t wait to share some of my own beauty tips with fans and work alongside CoverGirl to continue empowering girls and women to celebrate their individuality.”
Other current CoverGirls include Katy Perry, Sofia Vergara, Queen Latifah, P!nk, Ellen DeGeneres, Becky G and Janelle Monáe.