Accra, April 25th 2015:The world’s number one makeup brand officially launched in Ghana last night with an upscale party at the trendy Coco Lounge in Accra, featuring an electrifying fashion show with some of Ghana’s top makeup artists. Guests were treated to a vibrant procession of fashion shows with exciting themes ranging from Crazy Carnival and Funky Bridesto Haute Avant-Garde, Glow in the Dark and Glam Night Out. The shows featured beautiful models whose faces were used as a canvas for the makeup artists to creatively express their unique styles using Maybelline New York makeup.
Brand Manager for Maybelline New York in Ghana, Aretha Yorke Sabeng said: “Maybelline New York is a brand that empowers women to make a statement, explore new looks as well as flaunt their own creativity and individuality. Hence we created a diverse and inspiring fashion show that allowed us to demonstrate how this can be interpreted locally. Maybelline is now available in Ghana, giving women the opportunity to have trendy, high quality and affordable makeup that allows them to achieve the latest looks from the catwalk effortlessly.”
Maybelline New York is just the latest brand under the L’Oréal Group umbrella to launch in Ghana, joining popular brands like Dark and Lovely and Blue Ice. Executive General Manager of L’Oréal West Africa, Jean-Dominique De Ravignan said: “L’Oréal has been in Ghana since the year 2000 and during this time we have grown the business significantly thanks to the peaceful and warm nature of the country and its people. Launching Maybelline New York in Ghana as it celebrates its 100th anniversary, is a giant step for us. However we are very excited at what the future holds and we are confident that the brand will do well in this market.”
The Event
With the theme ‘New York Meets Accra’, the launch of Maybelline New York flawlessly united these two cities and allowed guests to experience distinct elements of both cultures. From the food and cocktails which were a perfect blend of New York and local ingredients, to a free style rap performance from Feli Nuna and legendary hip hop and high life mixes from the ever funky DJ Kess, guests were hard pressed to say whether they were in Times Square or Independence Square.
Celebrity guests such as Juliet Ibrahim, Lydia Forson, Joselyn Dumas, Sacha Okoh, Efya, Naa Ashorkor, AJ Sarpong, Ama K, Marie Humbert and many more were excited to take part in the live “Find Your Shade” bar, where makeup artists gave expert advice on the best Maybelline New York products for their skin types and tones, ensuring that everyone could find their perfect shade of Maybelline face powder.
Maybelline Board of Influencers
The fashion show provided the perfect platform for Maybelline’s Board of Influencers, five leading makeup artists specially selected for their skill and precision in makeup artistry, to display their work as well as exhibit the diverse looks and styles that Maybelline products can achieve. Introducing:
- Sparkle and Shine: Lawrencia Owusu and Stefanie Duse are the duo behind Sparkle and Shine and have done makeup for everything from corporate documentaries, to leading Ghanaian fashion houses, editorials in magazines and bridal makeup work that got them started in the industry.
- Dollface Makeup: Sally Poku ditched her plans for a law career to pursue her true passion, makeup artistry and her strength lies in bridal, couture, air brushing and face designing makeup.
- Glamfaces: Priscilla Nyarko is the founder and head makeup artist of Glamfaces and her work has been featured on billboards across West Africa as well as fashion shows, music videos, magazines and on several Ghanaian celebrities.
- Annette Akye: Annette began her career as a self-taught freelance makeup artist and her specialty is bridal makeup having worked on numerous brides over the course of her career, as well as doing makeup for Ghana Design Fashion Week and editorial shoots with seasoned photographers.
- Alexandrina Makeup Artistry: Founder Sandra Don Arthur is known for her dynamic and creative makeup. Her work spans across editorial shoots, advertising campaigns, bridal beauty and primetime TV shows broadcast across the continent and beyond.
About Maybelline New York
From a small, family-owned business to the number one cosmetics company in the world, Maybelline New York takes trends from the catwalk to the sidewalk, empowering women to express their individuality with style. Inspired by confident, accomplished women, Maybelline provides scientifically-advanced formulas, revolutionary textures and up-to-the-minute trendsetting shades effortlessly, affordably and beautifully. Women in Ghana can now get all theirfavorite Maybelline New York products - from the mind-blowingColossal Volume Mascara for a false eyelash effect to the best-sellingMaybelline Colossal Kajal for beautiful eyes and the air-soft Dream Mat Mousse, ideal for delivering perfect coverage to normal and oily skin. Cacao-ing is the new contouring and one can create a flawless look with the magical Maybelline Clear Smooth All in One Powder in Cacao shade. Maybelline New York will be available in 100 outlets across Ghana including Makola Market and Accra Mall as well as leading online retailerwww.jumia.com.gh/maybelline. Follow Maybelline Ghana on Facebook, Maybelline New York GH and Instagram MaybellineNYGH.
Maybe she’s born with it. Maybe it’s Maybelline.
L’Oréal has devoted itself to beauty for over 105 years. With its unique international portfolio of 32 diverse and complementary brands, the Group generated sales amounting to 22.5 billion euros in 2014 and employs 78,600 people worldwide. As the world’s leading beauty company, L’Oréal is present across all distribution networks: mass market, department stores, pharmacies and drugstores, hair salons, travel retail and branded retail.
Research and innovation, and a dedicated research team of 3,700 people, are at the core of L’Oréal’s strategy, working to meet beauty aspirations all over the world and attract one billion new consumers in the years to come. L’Oréal’s new sustainability commitment for 2020 “Sharing Beauty With All” sets out ambitious sustainable development objectives across the Group’s value chain.www.loreal.com
For further information or pictures, contact the Maybelline New York Press Office in Ghana:
The One Event
Catherine Irwin or Dora Darko
+233 50397119 | 505841902
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