Bobbi Brown Cosmetics has announce a new collaboration with South African songstress, model and music icon LIRA in South Africa.
Multi-platinum award winning songstress, Lira is a world renowned musician known for her blend of R&B, Jazz and African styles. Born in Johannesburg, Lira’s early love for music and writing guided her career to become one of the highest selling vocalists in South Africa and most recently a coach on the South African rendition of The Voice. “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.” says Lira.
“I’m excited and incredibly proud to have Lira as an influencer for our brand in South Africa. 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” says Brown.
As the brand’s first South African influencer, the initial iteration will appear in print editorials, online and on Bobbi Brown Cosmetics South Africa and Lira’s social media platforms. Images and video will be focused on creating fresh and meaningful content relevant to the South African woman. The campaign will be shot in the heart of Johannesburg, using local talent and featuring local designs from Anisa Mpungwe’s, Loin Cloth & Ashes.
“Connecting a fellow South African icon and an incredible global brand is an exciting moment. This collaboration will continue to amplify the brand’s original mission of delivering a range of makeup colours that work for all women. We look forward to this new journey and the continued success of the Bobbi Brown brand in the South African market” says Loren Dreyer, GM Esteé Lauder Companies SA & SSA.
Makeup artist Bobbi Brown revolutionised 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, Bobbi Brown Cosmetics was acquired by The Esteé Lauder Companies; however, Bobbi retains an active role in the company as Chief Creative Officer. Almost 25 years later, Bobbi Brown Cosmetics is the number one makeup artist brand founded by a woman. The brand is available in over 70 countries and offers a full range of colour cosmetics, skincare, fragrance and accessories.
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