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Big Cosmetic Brand Goes To Africa




Powerhouse brand Elizabeth Arden has decided to broaden its horizon by dabbling into the African Market. The classic brand started in the early 1900’s as a salon and soon after came Elizabeth Arden products which rapidly became recognizable across the globe. Upon her death, Mrs. Arden had successfully opened over on hundred salons which instilled her legacy in the industry long after her existence. Even now, the brand is going further by jumping on a wide open business venture other brands just can’t seem to tackle.

Since the brand has swept the United States market, and many other countries across the globe, taking on Africa seems like the only way to go. To help them on their exciting journey, the brand decided to bring in model Adeola Ariyo as their very first African ambassador. Ariyo isn’t the brands only black face, Lerato Moloi had the honor of being the brands first black rep where she campaigned the importance of African Americans using sunscreen.

Adeola was born in Lagos to a Ghanain mother and Nigerian father. At the mere age of thirteen, her modeling talent allowed her to walk in London Fashion Week, and since then she has given the industry her all. She has even been seen posing for well-known publications such as Sports Illustrated. The brand expects to see about a 2.1 billion dollar increase from their new endeavor, which is slightly above their Latin market.

Elizabeth Arden is a brand that represents the elegant yet simple woman. Ariyo says her purpose of partnering with the brand is to educate African woman on beauty which fits the brand image to a tee. In fact Corne Nel, the Managing Director for the brand states the company is very excited to be expanding in Africa and hopes to partake in further celebrating African beauty. Look forward to seeing Ariyo in ads representing Arden’s Visible Difference, Skin Illuminating, and other foundation products.
The cosmetics industry as a whole has been working hard to address the issue of the lack of products for black women. Having an African ambassador is a good look for the brand and may create more brand awareness in a community that has never heard of the Arden name.

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