In a sign of the importance attached to the attention economy, cosmetics brand Revlon – a historic partner of the Coachella festival and recently rescued from bankruptcy – has just named its new international brand ambassador: Nailea Devora, social networking star and Generation Z darling.
In particular, this choice enables it to target a hitherto poorly addressed segment: the Latin American community.
A choice made all the more important by the fact that the American beauty brand is no longer a Chapter 11 bankrupt.
A leading fashion figure
“To be able to partner with a brand as iconic as Revlon and hopefully inspire people around the world to express themselves through makeup and style is a dream come true,” is the statement from the brand’s new ambassador.
21-year-old influencer Nailea Devora has been chosen by American cosmetics brand Revlon to be its global brand ambassador.
Nailea Devora follows in the footsteps of plus-size model Ashley Graham (35) and Texas rapper Megan Thee Stallion (28) as the beauty brand’s representative.
This well-known personality of Generation Z – born between 1997 and 2012 – has amassed 19 million followers on the Tiktok, Instagram and Youtube social networks in just four years.
She has made a name for herself in the world of fashion and lifestyle influencers, fields that complement the beauty world.
A success that demonstrates the young woman’s talent for speaking to members of her generation, notably through humorous and realistic content. Her playback videos on Tiktok have racked up a million views.
All reasons that led Revlon to entrust her with its next launches, scheduled for 2024.
A community celebrity… but not only
The uniqueness of this choice lies in Nailea Devora’s roots.
Indeed, it’s an inclusive choice, aligned with the brand’s identity of “amplifying voices, […] challenging conventions and breaking barriers, and to do so [partnering] with change-makers and budding talents who aren’t afraid to take risks”, as Revlon brand VP Maribelle Orengo declares.
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The daughter of Mexican immigrants raised in El Paso, Texas, Nailea is a proud Latina woman.
Bilingual in Spanish and English, she is an effective cultural bridge to the Latin American community.
Maribelle Orengo, Revlon brand vice-president, adds: “Nailea not only embodies our brand values […] she represents two of our biggest growing consumer bases: Generation Z and Hispanics/Latin Americans. We’re thrilled to expand our Revlon family to be more inclusive, diverse and representative of all ages and backgrounds.”
According to the Pew Research Center, there were 62.5 million Latinos in the United States in 2021, representing 19% of the total population.
While 4 out of 10 Americans identify with a race or ethnic group other than white (Hispanics, blacks, Asians, Native Americans, Hawaiians and Pacific Islanders), the white WASP population is set to become a minority by 2045.
This phenomenon of demographic change is without equal anywhere in the world, and can be explained by an extremely high birth rate among these ethnic groups and a record flow of foreigners, rising from 7 million migrants a year in 1990 to 15 million in 2020!
While Nailea Devora is a prominent representative of the Latino community, she also manages to appeal beyond the Mexican border, with 4 million of her fanbase coming from the northern United States.
In any case, the influencer’s mission will be to sell lipstick. She will be able to rely on personal anecdotes to convince the younger generation. “Growing up, I remember watching my mother apply make-up and use Revlon lipstick – she never left the house without a bold, red lip! That’s how I fell in love with beauty,” Nailea told HAPPI media.
A new beginning for Revlon
This arrival also marks a new era for the brand, which last April successfully overcame its Chapter 11 bankruptcy filing.
To put its situation on a sounder footing, Revlon announced an appropriate reorganization and restructuring plan.
This provided the cosmetics brand with approximately $285 million in cash, financed via a stock rights offering, as well as new asset-based loans and a new senior secured credit facility.
On emerging from bankruptcy, the company wiped more than $2.7 billion from its balance sheet, with around $1.5 billion in outstanding debt.
Revlon is now a privately-owned company, no longer listed on the stock exchange and therefore no longer subject to the disclosure requirements for public companies. The majority of the company’s equity is held by its former lenders.
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Featured photo: © Revlon
