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CoverGirl's new campaign asks consumers to be unapologetic

Fresh off the heels of the unveiling of its Exhibitionist lipstick and Infinite campaign, which pays tribute to consumers, CoverGirl is launching a new movement via a film starring actress and spokesperson Issa Rae.

Titled “Shade for Shade,” the film features Rae and her real-life best friends navigating Los Angeles on a night out. Each of the girls swipes on a different shade of lipstick and confidently rocks her chosen shade.

Of course, it wouldn’t be complete without some shade being thrown back and forth between friends, but this time it’s done to illustrate what it looks like for women to be assured in their beauty choices, the company said.

With this campaign, CoverGirl wants to inspire women to confidently own their shade choices without explanation and celebrate the lipstick choices that make consumers feel most like themselves.

CoverGirl’s Exhibitionist line, which features 48 shades in demi-matte, metallic and cream finishes for highly pigmented and long-lasting color, is currently available for purchase at Walmart for the suggested retail price of $7.
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