Cosmetics giant dazzles Sandton
KRAMERVILLE – Renowned cosmetics giant Elizabeth Arden dazzled Sandton residents recently with the relaunch of their iconic brand on 27 August in Kramerville.
The relaunch saw classic and new products unveiled to guests as part of the evolution of the brand.
Helen McCullum, managing director of the company, explained that the intention of the relaunch was to reposition the brand to cater for the modern-day Elizabeth Arden woman.
“We have this amazing brand that’s been around for over a century, but we wanted to repackage it for the modern woman,” she said.
“We define the modern woman as being professional, action-orientated, multi-cultured and being someone who’s not afraid to step out.”
McCullum added that it was not only about catering for that kind of woman, but also catering for the South African market, understanding the uniqueness of the market’s needs.
Part of this included unveiling Nigerian model, Adeola Ariyo, as the face for the brand in Africa.
Ariyo recalled that the reality of her new role only sunk in recently when she was in New York doing a shoot for the company.
“For me it was just like any other job, I didn’t really understand how big it was until about a month ago and to this day, it’s hard to describe the feeling I have about it,” she said.
The 28-year-old model went on to say that being chosen empowered her to do something positive with the platform she was given. She added that she only hoped that being seen as the face of the cosmetics giant, young girls would be inspired to be self-confident and to believe in themselves.
“If you know yourself and stay true to who you are, then no one or anything can take that away from you,” she concluded.
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