Love was in the air for more than 25 of New Zealand’s leading beauty writers, influencers and key buyers on Valentine’s Day when they got to try our brand new range of healthy Moisture-Boost lipsticks and meet UK beauty blogger Em Ford.
Held at the Hotel de Brett in central Auckland, the breakfast event attracted writers from a range of leading New Zealand print and online media keen to meet London-based Em, who travelled Down Under to help launch the 12 new lipsticks which are, literally, good enough to eat!
Em, who has more than a million followers on Instragram and was named Best Beauty Instragammer 2016, spoke to our Digital Marketing Specialist Katrina McClelland about her successful career in the competitive world of beauty blogging. Em shot to global fame in 2015 when her video about her struggle with acne went viral, with more than 23 million views.
She outlined how she met Antipodes founder and CEO Elizabeth Barbalich at a beauty blogger event in London a few years ago. After being sent some Antipodes products to try, she was amazed with the results and credits Antipodes with “saving her skin”.
“That’s why Antipodes will always have a special place in my heart,” she said.
Em is also a fan of our new Moisture-Boost range of lipsticks which contain ingredients designed to be safe.
“Figures show that the average woman can consume up to three kilos (seven pounds) of lipstick in a lifetime. So to have lipsticks with ingredients that are not only safe to consume but are actually good for you, is amazing.”
Katrina says the beauty writers were inspired by the ingredients which include avocado oil, one of the world’s most popular superfoods, which is packed with essential fats, vitamins and minerals to help increase collagen production and hydrate and moisturise lips, giving that beautiful ‘dewy fresh’ look.
“Our Moisture-Boost range also includes calendula oil, derived from the marigold flower, which is well-known for its healing and anti-inflammatory properties, as well as Evening Primrose Oil, the king of healthy fats and a popular ingredient in natural dietary supplements,” says Katrina
Moroccan Argan oil, which regulates oil production, also helps to deliver a soft, moist finish.
Em, who admits her favourite of the new range is Queenstown Hot Chocolate, says she’s a fan not only of the moisturising and health aspects of the lipsticks, but also the vibrant shades, which take their inspiration from New Zealand’s natural scenery and premium produce.
“Women of any complexion, age or stage can wear these colours. Only low levels of FDA-approved colour pigments are used but they provide a vibrant pop of colour.”
Importantly for Em, who is a vegetarian, the Moisture-Boost Natural range is certified vegetarian by the UK Vegetarian Society (VegSoc), the oldest and most respected vegetarian organisation in the world. She also loves that the only animal by-product we use in our lipsticks is beeswax – a sustainable ingredient from lovingly-kept bees.