Elizabeth Arden has selected Nigerian model Adeola Ariyo as its first African brand ambassador. Ariyo will appear in ads for Visible Difference, Skin Illuminating and the company’s foundation brands across the African continent.
“Adeola is well travelled and truly committed to young women on the African continent. She is sincere and authentic, and what shines through is that she is here to represent African women and educate us about beauty and what beauty means today,” remarked Elle editor Jackie Burger.
Ariyo is originally from Lagos and is of Ghanaian and Nigerian origin. She’s been modeling since the age of 13 when she got her start modeling during London Fashion Week. She has since appeared on catwalks in Johannesburg, Cape Town and Nigeria. She’s also modeled in the pages of Sports Illustrated.
This latest move is an effort by the Elizabeth Arden brand to expand its business in Africa. Corne Nel, Managing Director of Elizabeth Arden in Africa tells Elle, “Expanding into Africa is an exciting venture for our brand. It’s an opportunity to really celebrate African beauty.”
According to EuroMonitor, the African beauty market is expected to grow 5.2 percent through 2017, showing slightly more growth than Latin America (5.1 percent). These figures are smaller than other emerging markets — China and India — but we’re still talking about billions of dollars. The South African market is worth $2.1 billion and is the largest on the continent. Nigeria’s comes in second with $1.2 billion.