Anarzade the Skinfluencer

Anarzade Omar (22) from Crown Gardens is one of the 10 winners of the NIVEA Skinfluencer competition.

Innovative brand NIVEA ran an empowering, nurturing and women-centric campaign, NIVEA Skinfluencer, for young women desiring a career as an influencer.

Each young woman won a life-defining year-long experience with NIVEA, including training and real-life exposure to the world of skincare content creation. Anarzade is a strategic communications graduate and former Miss SA contestant. Although in marketing, she has always had a passion for beauty and lifestyle.

She is a South girl through and through, completing her formative years of schooling at Winchester Ridge Primary School and then attending Sir John Adamson High School.

“Growing up in the South has always been an adventure for me, from walking to school to growing up and meeting new people. Everybody here has been so supportive, and that is one of the reasons why I am still here,” she said.

Anazarde saw the Skinfluencer competition on Instagram and thought it would be a great opportunity.

“I can’t believe I’m working with a global skincare brand like NIVEA. This is such an amazing opportunity for me to grow as a content creator. I am definitely going to use this as a platform to launch my influencer career.

“Most people start from scratch and I’ve been given a head start. NIVEA has given us tutorials with top influencers and content creation tools; we need to ensure the content we create is at a more professional level.

“This is a strong foundation and it will take my career to new heights,” Anarzade said.

Build a career

Uplifting and empowering young women into a career as an influencer is the objective of NIVEA Skinfluencer. This is the latest campaign by the global skincare brand that has recognised the need for a fulfilling and self-sustainable vocation for young women. From a brand’s perspective, it is beneficial to align with nano-influencers, as they can speak with authenticity to their community and build their followers’ trust.

The campaign began with a free online masterclass in September. An inspirational occasion for all aspiring female influencers to learn from and gain insights from homegrown local, pioneering and most influential influencers like Kefilwe Mabote, Kay Yarms and Thandolwethu Tsekiso.

After the masterclass, all attendees were invited to submit a one-minute video to showcase themselves and their signature style. A panel of judges, including brand representatives, chose their top 20 videos from over 2 500 entrants, and the public voted to choose the 10 winners.

These 10 winners will have the chance to build their own business and career as influencers through a year-long support programme from NIVEA. This learning experience includes skills development, hands-on work experience and invaluable industry exposure.

Each finalist also received content creation tools like a laptop, smartphone, data package and cash prizes valued at a total of R70 000 to help grow their natural social media flair into a reliable business.

Why did you enter the competition?

I entered because it was an open door to endless opportunities I have wanted to take for a while. I have always had an interest in everything about skincare and beauty, and so the Skinfluencer competition will allow me to share this passion with the rest of the world.

What does it mean to be a NIVEA Skinfluencer?

To be associated with a global brand such as NIVEA is such an incredible feeling. Being a Skinfluencer means I get to learn and grow with the brand, but with that also come a lot of responsibility and trust.

What motivates you?

The impact I can have on the lives of others. Although I have a small (social media) platform, when I receive messages from people saying I made their day or inspired them to do something, that truly motivates me to keep going.

The biggest challenge you are facing at this stage of your life?

I am too hard on myself and try too hard to be a perfectionist. I don’t allow myself to make mistakes or be wrong, and this ultimately affects my mental health. I am, however, learning to love and accept myself more each day.

Who are your biggest supporters?

My family and friends.

Who are some of the content creators that inspire you?

Nabilah Kariem, Nadia Jafta and Mihlali Ndamase

What are some of your interests outside of content creation?

I love cooking and baking. When I am not in the kitchen, I am seeking new restaurants and trying new cuisines. I also enjoy exercising and binge-watching series.

You made it to the Miss SA 2020 Top 15. What did you learn from not making it into the top 10?

Not making it into the top 10 for Miss SA taught me that when one door closes, another one opens, and everything happens for a reason. If I had made it, then perhaps I would not have walked through this door of opportunities opened by NIVEA.

How did you recover from that setback?

It took a lot of time alone and reflection to recover. No one takes rejection easily, but time and patience heal a lot of wounds. So I just took the time to reflect, make peace with the situation and it got better day by day.