Brands Are Throwing Out Gender Norms to Reflect a More Fluid World

Stereotypes won't work on younger consumers

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James Charles may not seem like the typical ambassador of a beauty brand—and he's not. Meet CoverGirl's first CoverBoy.

No doubt the half-century-old brand raised a few eyebrows last week when it introduced its latest model. But this was no mere stunt. Coty's CoverGirl says Charles will be an important part of growing the brand moving forward. At a time when gender identity and the turning on their head of gender roles are dominating the conversation, the move shouldn't seem so controversial.

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