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Lili Reinhart Is the Latest Cover Girl, Reflecting Another Shift in Direction for the Brand

Lili Reinhart is the latest Cover Girl, WWD has exclusively learned. The 23-year-old “Hustlers” and “Riverdale” actress, Instagram personality and published poet is the first new spokesperson to sign with Cover Girl in two years, after the 2017 appointment of a diverse crew of spokespersons introduced as part of a massive re-brand meant to modernize the struggling business. Reinhart was selected for the job for her personal qualities and the generation she represents — not to mention, the Instagram followers that typically come with a popular member of Gen Z in Hollywood. “She represents someone who we haven’t explored in this [new cast of Cover Girls] — she has a strong following amongst Gen Z and she’s inspirational,” said Erika Woods, vice president of marketing for the Cover Girl brand at Coty. “She’s honest and raw and a great role model for young girls.” In 2017, when Cover Girl’s re-brand was announced alongside a new group of Cover Girls — and the doing away with all the old spokespersons, save for Katy Perry — the group was diverse in race, age and vocation. The new Cover Girls included actress Issa Rae, cookbook author and Instagram personality Ayesha Curry, model Maye Musk, race car

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