In the past, perfume advertisements generally featured handsome men and beautiful women, creating a feeling for consumers that using the product would give them the same aura as the ad’s protagonists. However, in this new era where individuality and personal characteristics are emphasized, perfume advertisements no longer sell fantasies but uniqueness. This is evident in how Jo Malone London recently appointed unconventional beauty and young African supermodel Adwoa Aboah as their brand ambassador, using Adwoa’s personal charm to encourage women to seek themselves rather than imitate others.
This year, 29-year-old Adwoa Aboah is definitely not part of the young and beautiful group in the fashion model circle. With naturally dark skin, curly hair, and a face full of freckles, she is completely different from the typical fair-skinned, blonde doll-like models often seen in beauty and perfume advertisements. Due to her atypical appearance, Adwoa has always been treated unfairly and bullied in the modeling industry, leading her to struggle with addiction due to the pressure and discomfort.
When Adwoa slowly realized that all her insecurities were holding her back, she decided to cast aside societal norms and standards, embrace her unique beauty, and build confidence and self-worth. In 2017, she was even chosen as the Model of the Year by model.com, proving that beauty comes from within and not from seeking validation from others. Shining bright in the modeling industry, Adwoa also founded an online platform called Gurls Talk, based on her own past experiences, to encourage young girls to communicate and build confidence by discovering their self-worth through sharing and inspiring others.
Adwoa Aboah’s confidence and inspiring influence from the heart attracted Jo Malone London to invite her to become a brand ambassador, hoping that Adwoa can bring values of equality and breaking traditional boundaries to the brand, allowing more girls to choose or mix the most suitable fragrance for their personality from their personal qualities, using perfume to elevate themselves.
