International beauty brand Bobbi Brown has just announced that it is tapping South African singer Lira as the face of it’s Bobbi Brown Cosmetics 2016 campaign in South Africa. As Bobbi Brown has its most visible market in South Africa, for the year, Lira will effectively be the company brand ambassador in Africa.
This is huge.
Lira joins Nigerian model Adeola Ariyo who was tapped as Africa’s first black ambassador for global skincare label Elizabeth Arden and Tanzania’s Herieth Paul, who was announced face of Maybelline in January.
More international brands are acknowledging the beauty boom that is happening in Africa by giving Africans the opportunity to front advertising and ambassadorial campaigns on the continent. As part of her role as face of the brand, Lira (born Lerato Molapo) will appear on online promotional adverts as well as prints materials for the brand.
It is great that Lira was chosen because like Lupita Nyongo and Adeola Ariyo, she represents an unconventional kind of beauty, and having more people like her celebrated by international brands as a standard of beauty will help promote a better understanding of women of colour and provide them visibility.
Congratulations Lira, make us proud.