In a sign of the importance attached to the attention economy, cosmetics brand Revlon – a historic partner of the Coachella festival and recently rescued from bankruptcy – has just named its new international brand ambassador: Nailea Devora, social networking star and Generation Z darling.
In particular, this choice enables it to target a hitherto poorly addressed segment: the Latin American community.
A choice made all the more important by the fact that the American beauty brand is no longer a Chapter 11 bankrupt.
A leading fashion figure
“To be able to partner with a brand as iconic as Revlon and hopefully inspire people around the world to express themselves through makeup and style is a dream come true,” is the statement from the brand’s new ambassador.
21-year-old influencer Nailea Devora has been chosen by American cosmetics brand Revlon to be its global brand ambassador.
Nailea Devora follows in the footsteps of plus-size model Ashley Graham (35) and Texas rapper Megan Thee Stallion (28) as the beauty brand’s representative.
This well-known personality of Generation Z – born between 1997 and 2012 – has amassed 19 million followers on the Tiktok, Instagram and Youtube social networks in just four years.
She has made a name for herself in the world of fashion and lifestyle influencers, fields that complement the beauty world.
A success that demonstrates the young woman’s talent for speaking to members of her generation, notably through humorous and realistic content. Her playback videos on Tiktok have racked up a million views.
All reasons that led Revlon to entrust her with its next launches, scheduled for 2024.
A community celebrity… but not only
The uniqueness of this choice lies in Nailea Devora’s roots.
Indeed, it’s an inclusive choice, aligned with the brand’s identity of “amplifying voices, […] challenging conventions and breaking barriers, and to do so [partnering] with change-makers and budding talents who aren’t afraid to take risks”, as Revlon brand VP Maribelle Orengo declares.
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Featured photo: © Revlon
