Top 10 NIVEA Skinfluencers Announcement

Follow the journey of the 10 NIVEA Skinfluencers

Top 9 NIVEA Skinfluencers 
(Left – Right) Ofentse Lekwane, Dineo Mapoma, Sue Mokoena, Katleho Motaung, Simone Kruger, Anarzade Omar, Lesego Mogonediwa, Khwezi Madlala, Ofentse Molefe. (Missing from the picture: Esihle Ndleleni)
Image Supplied by NIVEA

 

Uplifting and empowering young women into a career as an influencer is the objective of Skinfluencer. This is the latest campaign by global skincare brand, NIVEA, who has recognised the need for a fulfilling and self-sustainable vocation for young women. From a brand’s perspective it is beneficial to align with nano-influencers, as they can speak with authenticity to their community and build their followers' trust.

The Skinfluencer initiative was established during the stark reality of the impact of the COVID-19 pandemic on South Africa with the highest recorded unemployment rate of 30,8% in quarter 3 (Q3) of 20201. This translates to 6,5 million unemployed people. Women are most heavily affected with 32,3% of women unemployed compared to 29,6% of men.2 A gloomy outlook for young women looking to enter the workforce.

However, the e-commerce industry globally and locally is booming and is set for more exponential growth. A growth that will further increase the digital presence of brands and set the foundation for influencers to rise as leaders in their community.3 There is the potential for influencers to earn a healthy living in their own self-led business when they are equipped to manage their image including their brand associations. 

In response, NIVEA designed and launched the Skinfluencer campaign to give 10 women who show promise as influencers in the skincare industry the wings to fly. The campaign began with a free online Masterclass in September 2020. An inspirational occasion for all aspiring female influencers to learn from and gain insights from our own home-grown local, pioneering and most influential influencers like Kefilwe Mabote, Kay Yarms and Thandolwethu Tsekiso.

After the masterclass, all attendees were invited to submit a one-minute video to showcase themselves and their signature style. A panel of judges including brand representatives chose their top 20 videos, from over 2500 entrants, and the public voted to choose the 10 winners.

NIVEA SKINFLUENCER WINNERS WITH INSTAGRAM HANDLES

Nr.

Name

Surname

Instagram Handle

1

Khwezi

Madlala

@khwezilokusa_m

2

Sue

Mokoena

@sue.mokoena

3

Esihle

Ndleleni

@esihlendleleni

4

Ofentse

Lekwane

@ofentse lekwane

5

Anarzade

Omar

@Anarzadeomar

6

Lesego

Mogonediwa

@lesego.official

7

Dineo Jeniffer

Mapoma

@dineo_jeniffer

8

Ofentse

Molefe

@Phenni_m

9

Katleho

Motaung

@Katleho_Motaung_

10

Simone

Kruger

@simone_kruger_


These 10 winners will have the chance to build their own business and career as influencers through a year-long support programme from NIVEA. This learning experience includes skills development, hands-on work experience and invaluable industry exposure. Each finalist also received content creation tools like a laptop, smartphone, data package and cash prizes valued at a total of R70 000 per winner to help grow their natural social media flair into a reliable business.

“For over 100 years NIVEA has been a household brand that people have come to know and trust and Skinfluencer is a natural progression for NIVEA to make the difference in lives through a digital platform,"

 

says NIVEA Marketing Manager, Mpume Ngwenya.

 

Notes:

  1. This is since the Quarterly Labour Force Survey (QLFS) came into being in 2008.
  2. Stats taken from http://www.statssa.gov.za/publications/P0211/P02113rdQuarter2020.pdf
  3. Additional information to substantiate the claim. South Africa has a total average engagement ratio of 6,15%, more than double the global benchmark of 2,95% According to Humanz AI, an organisation dedicated to making influencer marketing easier, safer and more predictable, engagement is pretty much the most important metric when judging the evocativeness of a message and its content. The same Instagram Influencer Marketing Statistics and Benchmarks Report for Q3 2020 noted that the engagement rates are higher for nano (below 10 000 followers) and micro-influencers (10 000 – 100 000) and lower for mega influencers (more than 1 million followers). 
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