Leading beauty and personal care brand, Avon, has been announced as the official make-up sponsor of the much-anticipated African Fashion International (AFI) Joburg Fashion Week which will take place between 10 and 12 October at the Sandton Convention Centre in Johannesburg.
The Johannesburg leg of the annual AFI lifestyle and fashion extravaganza will showcase chic, luxury fashion from some of the African continent’s best up-and-coming fashion designers.
Avon’s partnership with the event will see the brand sponsoring their much-loved cosmetics, make-up and personal care products to LMDA – AFI’s official beauty atelier – for use by the stylists and make-up artists showcasing their creative talents alongside the designers through masterpiece beauty looks.
In addition, Avon will sponsor Loin Cloth and Ashes exclusive show and will also take part in the AFI masterclass where the theme for discussion is: Living a sustainable lifestyle.
“We are delighted and excited to be given the opportunity to participate in Africa’s premium lifestyle and fashion event. The partnership between Avon and AFI showcases the natural synergies between the two parties – it gives Avon the opportunity to showcase the strides it has made in developing premium products that cater to the hues and shades on the continent, while AFI uses this platform to profile and showcase the couture talent on the continent. This sponsorship vindicates the exceptional work we have been doing over the years to develop benchmark products that have resonated with millions of our customers,” says Mafahle Mareletse, General Manager: Avon Justine SA.
“As a brand that has been awarded the coolest make-up brand in South Africa for ten consecutive years, a brand that is recognised as the leading lipstick brand in South Africa and a company that unashamedly offers women the opportunity to earn a sustainable income as Beauty Entrepreneurs, we are proud to be associated with initiatives that seek to stimulate the local economy and promote home-grown talent. We believe that by partnering with initiatives such as AFI, we can unlock the inherent talent that is abundant on this continent, and contribute meaningfully to putting Africa on the map,” adds Mareletse.
“We have a long and proud history of empowering women for nearly 25 years in South Africa. We plan to redouble our efforts and ensure that the growth of the beauty industry also benefits more women beyond our borders,” Mareletse concludes.