Award winning influencer, Grace Mondlana has just been announced as the first ever female ambassador for South African perfume brand, Eden Perfumes that’s been on the market for over 20 years.
Grace, whose content is aspirational makes the perfect ambassador for the perfume brand that prides itself in blending international perfume trends with local accessibility. Beyond that however, is a trend we’re picking up in how brands are choosing their ambassadors.
Proof before long-term investment:
Before the ambassadorship, Grace had served as an influencer for the brand for a period of time which gave the brand real insight on the ROI spent on the influencer and now they have transitioned to a full on partnership as their first ever female brand ambassador.
“I am ready to make luxury fragrance wearable, relevant, and accessible every day,” Grace said on the new partnership.
On the other side is Amapiano star, Pabi Cooper, who recently announced a new partnership with beauty brand, Essence Cosmetics Africa in which she launched her own lip gloss PABI’S BOMB under. The new product collaboration comes exactly a year after the brand brought Pabi on help promote their JUICY BOMB lip gloss.
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Grace and Pabi’s new partnerships show a pattern in which brands are approaching long term partnerships and collaborations with influencers and public brand representatives.
Partnerships are more calculated, data-led where visibility alone is no longer enough to secure long-term deals. Brands are watching closely, testing chemistry, audience response, and conversion before committing to deeper partnerships.
The new ambassadors are no longer just the face of a campaign, but a validated business decision, someone who meets the brand’s values and commercial goals.
Influencers need to think long term when working with brands on short-term collaborations as they could be auditioning for something bigger. And for brands, it’s a smarter, lower-risk approach to building meaningful, long-term relationships that feel authentic to consumers.
