Maybelline New York named famous Nigerian hitmaker Ayra Starr as its Sub-Saharan Africa brand spokeswoman.
Starr was introduced during a star-studded event on Thursday evening at Nairobi's Junction Mall, where fans, influencers, and beauty enthusiasts flocked to celebrate.
Starr will promote the brand throughout the region and participate in projects encouraging women's empowerment and self-expression.
Starr's hiring as a young African artist will provide Maybelline access to an influential target group in a country where over seventy per cent of people is under 35.
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Maybelline stated to the press that Starr, an international music artist with hits worldwide, an outstanding musical style, and millions of followers in Kenya, is a priceless asset to their roster and will significantly help boost the brand's market penetration.
"The synergies between the brand and Ayra Starr's constant drive for originality and uniqueness form the motivation behind our collaboration as we seek to empower our youthful demographic with the trust that they can go for what they want," stated Yassine Bakkari, MD of L'Oréal East Africa.
Ayra Starr, born Oyinkansola Sarah Aderibigbe, debuted in the Nigerian music world in 2021 with her debut EP and album, '19 & Dangerous.'
In October of last year, she released the album's deluxe version, which featured a remix of the hit single 'Bloody Samaritan' by Grammy-winning artist Kelly Rowland.
Ayra Starr also made a special appearance on Wizkid's latest album, "More Love, Less Ego."
In December, she was chosen by music video network Vevo as one of the performers on the verge of a worldwide breakthrough in 2023, alongside fellow Nigerian musicians Oxlade and Nonso Amadi.
"L'Oréal's presence in Kenya will expand as part of our efforts to create beauty that moves the world." Working with individuals like Ayra helps us attract and connect with our young clients," said L'Oréal Consumer Products Division General Manager Victoria Karanja.
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