Rimmel London has announced that internationally renowned model and mental health advocate Adwoa Aboah will be joining on as its newest brand activist.
To introduce the partnership, the makeup brand launched an advertising campaign that celebrates the model while showing off some of Rimmel London's eye products. Aboah will be the official face of the brand's upcoming launches in 2021, and will represent its "true to you" slogan.
Rimmel London's Chief Brand Officer Stefano Curti spoke to the news, stating "Adwoa is one of the most powerful voices of her generation. She never apologizes for being herself, which perfectly encapsulates Rimmel London's mission to prioritize diversity and inclusion and to empower the people that buy our products to be the best and truest version of themselves."
Image Credit: Rimmel London
What's Driving This Trend
- Brand-activist Collaborations
- There is an opportunity for brands to partner with influential individuals and activists to promote diversity and individuality.
- Inclusive Advertising Campaigns
- Brands can create inclusive advertising campaigns that celebrate diversity and empower individuals to be true to themselves.
- Mental Health Advocacy in Advertising
- There is an opportunity for brands to partner with mental health advocates and promote mental wellness in their advertising campaigns.
Who This Affects Most
- Cosmetics
- Cosmetic brands can partner with influential individuals and advocates to promote diversity and inclusion in their advertising campaigns.
- Fashion
- Fashion brands can collaborate with activists to promote individuality and inclusivity in their collections and marketing efforts.
- Mental Health Care
- There is an opportunity for mental health care providers to partner with brands and advocates to promote mental health awareness and wellness.
