On the African scene, Akon, the famous Senegalese rapper owns his own fragrance called “Konvict”. Nonhle Thema, the South African, has her own fragrance called “Precious Ivy” while businessman Tbo Touch released a fragrance for women nearly a decade ago which he named “Touch Femme”.
Fashion
Another industry that relies heavily on celebrity endorsement is the fashion industry and Africa is no different. In sub-Saharan Africa, the industry is said to be worth over $30 billion, meaning there is a huge incentive for fashion labels to advertise their products.
Focusing on Zambia, this year, revenue will reach close to $40 million, according to Statista. One of the country’s most famous musicians has followed the lead of global celebrities and created their own range of clothing.
In 2020, Jay Rox partnered with Afrishop to create a sneaker collection as well as clothing. Leveraging his fame in Zambia as well as neighboring countries the musician has been able to promote his new range to existing fans.
Celebrity endorsement makes sense for companies who wish to grow their retail brand. It is a proven marketing technique with plenty of famous case studies. As the retail industry grows in African countries, we are sure to rise in both domestic and international celebrities partnering with brands.
Also, with the increasing influence of social media on the world, the globalization of African culture will increase and continue to grow in the developed world.