Founder and CCO of the company, Bobbi Brown explains why South Africa’s superstar was an easy collaborative choice for the cosmetic brand. “I’m excited and incredibly proud to have Lira as an influencer for our brand in South Africa, she stated. “I’m in awe of her inspirational life story and her strong commitment to giving back. Her positive attitude, natural beauty and confidence represent the brand’s philosophy of ‘be who you are beauty’.”
Bobbi Brown revolutionized the beauty industry in 1991 with the launch of 10 brown-based lipsticks and a simple philosophy that “makeup is a way for a woman to look and feel like herself, only prettier and more confident.” In 1995, the brand was acquired by The Esteé Lauder Companies, however, Bobbi retains an active role in the company as Chief Creative Officer. Now, 25 years later, Bobbi Brown Cosmetics is the number one make-up artist brand founded by a woman. The brand is available in over 70 countries and offers a full range of color cosmetics, skin care, fragrance and accessories.
Loren Dreyer, General Manager of Estée Lauder Companies SA & SSA said: “Connecting a fellow South African icon with an incredible global brand is an exciting moment. This collaboration will continue to amplify the brand’s original mission of delivering a range of make-up colors that work for all women. We look forward to this partnership and the continued success of the Bobbi Brown brand in the South African market.”
Lira will serve as the brand’s first South African influencer. As part of her lucrative collaboration, Lira will appear in print editorials and online promo Ads for the giant cosmetic brand.
Lira says, “I’m thrilled to be the first African to formally collaborate with this global brand. I love Bobbi’s makeup and I admire how her products bring out the individual beauty in every woman and how easy she makes it for all women to look and feel their best.”
The Ad campaign will be shot in the heart of Johannesburg, using local talent and featuring local fashion designs including Loin Cloth & Ashes by Anissa Mpungwe.
A first look at the promo work for Lira x Bobbi Brown sees her photographed against a plain background and styled in a crisp white cardigan in one shot, then a black halter dress in another. Sporting her signature sunshine smile, Lira rocks bold lips.