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Rimmel London Announces First Global Brand Activist

Rimmel London Announces First Global Brand Activist

Adwoa Aboah Rimmel London

Rimmel London have today announced a major first for the brand — the appointment of a global brand activist.

In keeping with its M.O. of partnering with iconic British talent (like Kate Moss, Cara Delevingne and Rita Ora), the brand has announced Adwoa Aboah will be joining the Rimmel London family as its first global brand activist. Having cemented herself as a mainstay in the fashion and beauty industries, the model has starred in global campaigns for Marc Jacobs, Dior and Calvin Klein, as well as having walked in shows for Chanel, Versace, Fendi and Miu Miu.

“Celebrating bold individualism, Adwoa will be the face of major beauty campaigns and product launches throughout 2021 and beyond,” the brand said in a statement.

As global activist for the brand, Adwoa will work with Rimmel London in opening discussions around mental health and gender equality. The beauty partnership will support and expand her existing philanthropic work, as the founder of community-led non-profit Gurls Talk, which works to promote mental health and the well being of adolescent girls and young women through weekly podcast episodes, live events and an online community.

“Whilst the brand has always pushed the boundaries for its customers to dare to experiment and be ‘true to you’, there is a renewed focus on celebrating and liberating bold individualists. As the new global brand activist, Adwoa embodies a strong sense of self, personal growth and the ability to push down barriers to open up conversation,” a brand representative said.

The iconic beauty brand continues in saying that the industry overall has been calling for greater authenticity, which “marries well with Adwoa’s own raw beauty and strong social values.”

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