From pro-ageing to radiant skin in drier weather, top influencers Sbucie Phoswa, Bukeka Marobe, Vanessa Padi and Zithobe Macheli share their secrets to skin confidence.
Confidence comes in many forms – many women find their source of confidence from the roles that they play in their communities, others derive confidence from their appearance, and some find confidence from within. What is often consistent for many women, is how their confidence comes from having healthy and radiant skin.
In the wintertime, skincare takes center stage as the weather becomes chillier and dries skin out. In Avon’s recent Future of Beauty Report published in 2024 – a study of 7 172 women aged 18 years and older across UK, Italy, Poland, Turkey, South Africa, Philippines & Romania – women across the world highlighted that their most common reason for using a skincare regime was to ensure that they have hydrated skin during the cold, winter months. Dehydrated skin not only feels physically uncomfortable, but also affects one’s confidence – it is difficult to embrace your power when you don’t feel your best about your skin.
For their new Anew skincare range, Avon has partnered up with four South African beauty content creators and tasked them with leading a viral conversation online about the relationship between skincare and confidence. Including the likes of Sbucie Phoswa, Bukeka Marobe, Vanessa Padi and Zithobe Macheli, this campaign was designed to encourage South African women to embrace their power by having frank conversations about confidence. In this campaign, the brand has encouraged these content creators to spark authentic and thoughtful dialogue on social media, providing tips and tricks to taking care of your skin this winter.
We spoke to a few of the beauty content creators selected to take part in Avon’s launch of the reformulated Anew Skin Renewal Power Cream and asked them to share their winter skincare secrets, their approach to pro-ageing, and what confidence means to them.
Vanessa Padi on pro-ageing
“Even though I am still in my 20s, I want to be proactive about making sure that I can increase the number of years that I have healthy, youthful skin. I’m always looking out for products that have been produced specifically for my skin type, but don’t necessarily break the bank. I’ve loved the experience of using the Anew Renewal Power Serum in addition to the Power Cream, as this combination of products are made with a lightweight formula. The Serum easily absorbs to deliver a dual collagen boost and a targeted dose of powerful ingredients.”
Sbucie Phoswa on bright and radiant skin
“As a content creator I’m always on the go – my days are full of early mornings and late nights. One of the products I love of the Anew range is the Skin Renewal Power Eye Cream. It instantly blurs and brightens the total eye area, dramatically smoothing the look of lines and wrinkles. I like to apply it first on dry and cleansed skin, and within a matter of seconds the dark bags under my eyes disappear. While I know that my confidence as a woman starts within, I like the reassurance of effective beauty products that help me walk out of my house with my head held high.”
Ingrid de Jager, Head of Brand & Beauty Categories at Avon, believes that campaigns such as Anew’s launch are important in reminding South African women that their confidence does not have to come with a large price tag, “Anew by Avon seeks to ignite confidence in every woman without being a burden on her pocket. The Anew portfolio offers aspirational beauty at real, affordable price points without compromising on the technology and efficacy of their products. At Avon we strive to make beauty and skincare accessible and meaningful to all, reflecting the abundant diversity and resilience of South Africa.”
“To launch the reformulated Anew Skin Renewal Power Cream, we not only wanted to highlight Avon’s patented and award-winning Protinol technology which renews millions of skin cells in just 7 days, but also invite influential voices to help us facilitate a larger conversation about skin confidence. As a brand, we are clear on putting on those who put us on and this campaign is exemplary of that.” De Jager adds.
To celebrate women’s skin confidence, Avon and its selected squad of beauty influencers are providing consumers access to the Anew line through a give-away that puts this emotive conversation on confidence front and center. With a straightforward mechanic – social media users are encouraged to share their own stories of confidence on social media and tagging @AvonSouthAfrica using #AnewConfidentYou.
This give-away serves to create a platform for women across South Africa to share their lived experiences and anecdotes about how they have maintained their confidence. The winners of the give-away will each receive a year’s supply of Anew products, all fortified with Protinol technology to intensely hydrate, activate skin cell renewal and enhance skin strength, elasticity and firmness.
