There is nothing more thrilling than seeing global brands talking the talk, by working with local personalities/influencers to build credible relevance in our territory. Most recently, Dior launched its new line called ‘Backstage’, a make-up collection inspired by creative and image director of Dior Makeup Peter Philips’ experience backstage. According to the brand, this is the foundation that was worn by Meghan Markle for the Royal Wedding. In the midst of its packed global roll out, headlined by House make-up ambassador and supermodel, Bella Hadid, the brand also dipped into our shores by handpicking locally renowned fashion and beauty influencer, Kefilwe Mabote to be one of the first to experience the newly launched product at a week-long activity-filled celebration held in London.
“Your girl at #DiorBackstage in London, representing Africa at large. So excited about the product expansion of @diormakeup. Dior has been one of my favourite brands for years and now I get to see the magic behind the brand,” Kefilwe excitedly shared with her Instagram followers. Dior’s Backstage Collection includes 67 make-up products, brushes and one skincare product, including a palette designed by Ms Hadid herself. “Thank you to everyone who came out bright and early this morning to listen to how excited @PeterPhillipsmakeup and I are about the new @diormakeup Backstage line. This is definitely one of my favourites!” Bella told the media at the Paris leg of the campaign launch.
Lately, brands have been sparing no expense to get maximum exposure from Instagram’s top-notch influencers, as the continued rise in influencer marketing shows no signs of slowing down. It’s also quite exciting to see global brands aligning with local personalities and recognizing the importance of African representation on a global scale. This was a major win for Kefilwe and Dior Makeup.