GLOBAL – RUSSIA, APRIL 20, 2012: Tina Kandelaki, Russia’s most high-profile personality beats Bruce Willis the country’s top brand ambassador by inking the biggest ever endorsement deal in Russian history, which is to promote Swedish beauty brand Oriflame.
Local talent Tina Kandelaki has signed a two-year contract as Oriflame’s latest brand ambassador, fronting a campaign that will break on April 30. She will follow in the footsteps of Hollywood star Monica Bellucci, super model Natalia Vodyanova, and multiple Olympic champion figure-skater Evgeni Plushenko, who have all previously represented the brand.
Tina Kandelaki’s debut ad will be broadcast on TV and supported by digital activity as well as posters throughout 40 Russian cities, the Baltic States and the Commonwealth of Independent States.
Her first ad will promote the Swedish beauty brand’s ‘Hyper length’ mascara, while subsequent activity will support Oriflame’s lipstick and foundation products. Tina will also front a campaign for the recruitment of new consultants for the leading beauty brand.
The Oriflame commercial was shot in London and Dubai with a concept developed in-house by the Oriflame team and produced by AC Production agency.
Tina Kandelaki is donating the fee from her Oriflame signing to public initiatives focusing on education, with the majority spent on ‘Smart School’, a national education project she founded herself.
Tina Kandelaki said: ‘It was a real pleasure to work with the Oriflame team and director Alexander Krause, especially after his work with Robbie Williams, Katy Perry and The Pussycat Dolls, to produce such great creative ideas. I am also proud to be able donate my fee to a cause I feel so passionately about – Education.’
