New York-based cosmetics company Maybelline has named Nigerian Afrobeats singer Ayra Starr as its brand spokesperson for Sub-Saharan Africa.
Starr will represent the brand across the region as a brand influencer and will be involved in initiatives aimed at promoting women’s empowerment and self-expression.
Maybelline’s strategic engagement with Africa’s youthful population, over 70 per cent under 35, is reflected in Starr’s appointment.
Yassine Bakkari, L’Oréal East Africa’s MD, praised Starr’s association with the brand, stating that “The synergies between the brand and Ayra Starr’s unwavering passion for originality and individuality form the inspiration behind our partnership as we seek to empower our youthful population with the confidence that they can go for what they want.”
Victoria Karanja, General Manager of L’Oréal Consumer Products Division, highlighted the company’s expansion strategy, explaining that “L’Oréal’s presence in Kenya will continue to grow, and this is part of our efforts to create beauty that moves the world. Working with personalities like Ayra plays an important role in attracting and connecting with our young consumers.”
Ayra Starr is a successful Nigerian Afrobeats singer who made her breakthrough with the single “Away” and recently released a hit single “Rush,” which has accrued over 100 million streams on Spotify and YouTube.
She is now part of Mavin Records, the major African label that launched the careers of successful artists such as Tiwa Savage and Rema.
With her new role as Maybelline’s brand spokesperson, she is set to connect the brand with its target audience in a way that embodies the brand’s motto of “beauty that moves the world.”
