CIRCLE OF INFLUENCE
CELEBRITY endorsements have changed since the 1760s when they first began. They started with royalty, then athletes entered the arena and before we knew it, movie stars and models were on board.
From Michael Jordan and Nike to Halle Berry and Revlon, celebrity endorsements are big business. A star’s backing of a product is effective mainly because celebrities have the potential to reach a large number of prospective consumers.
In cosmetics, technology, footwear, jewellery and even alcohol, South Africa’s big names are making a killing and influencing the masses.
KAMO MODISAKENG – PANDORA
The actress and model is in France as an influencer for international Danish jewellery manufacturer and retailer, Pandora. The young star was flown to a secret location in Vence on the French Riviera where her duties included socialising with other influencers from across the world.
She was adorned with Pandora gifts daily.
Speaking from France, Modisakeng said “It’s every girl’s dream to be adorned in jewels while being hosted in one of the most magnifique cities in the world.”
JESSICA NKOSI – CLINIQUE
It has been three years since she was announced as a local and global ambassador for cosmetics giant Clinique, and the partnership remains strong.
The award-winning actress jetted off to New York City where she shot a campaign and met fellow ambassadors like Ning Chang and Gina Rodriguez.
In a 2016 interview with Independent Media, Nkosi said: “It’s special for me because my mother is a Clinique lady. Growing up, I would accompany her to the mall to buy Clinique products and I would use them too. My mother still uses the products and when she goes into a store, she sees my face on the posters. It’s beyond amazing.”
NOMZAMO MBATHA
Nomzamo Mbatha has a string of endorsements. She is an Audi South Africa ambassador, the local face of Neutrogena, L’oreal Paris and Puma. The star is also an ambassador for the UN High Commissioner for Refugees.
Mbatha gets to drive the latest Audi, wears the latest Puma clothes and even gets the latest Puma travel bags.
MAPS MAPONYANE
Ever walked through one of our airports and saw heart-throb Maps Maponyane smiling at you from a billboard? Chances are you have – the presenter and model has been a Samsung ambassador since 2016.
His work with Samsung has taken him to New York, Asia, Australia and Europe. He said he was proud to be linked to the brand because Samsung was about engineering excellence and style.
AKA – CRUZ VODKA
The rapper recently announced that he would be continuing his partnership with Cruz Vodka which started almost four years ago.
Taking to Instagram, AKA said he shot two new television commercials for the brand that would be aired internationally.