British model, actress and activist Adwoa Aboah has been named a global ambassador for beloved British fragrance house Jo Malone London.
In a statement announcing the appointment the brand calls Aboah ‘one of the most recognisable faces and courageous voices of her generation, speaking out about her own mental health struggles and using her platform to promote and normalise difficult conversations to inspire and build hope.’
Aboah is well known worldwide for her roles in the film, TV and fashion worlds, as well as her outspoken and dedicated activism promoting mental health and wellbeing awareness for young women and girls through her platform, Gurls Talk. The platform provides resources and a community to share thoughts and support.
Jo Malone London refers to Aboah the brand’s first ‘cause-related ambassador’ saying she would help bring the mental health awareness work the brand has been involved in for the past decade to the forefront.
Aboah will begin her role as the face of one of the brand’s most iconic colognes, English Pear & Freesia, in a new campaign.
‘I’m very grateful for this partnership as it puts mental health at the forefront of our collaboration, we seriously align in our passions,” Aboah says.
“I’m really excited to challenge tradition, by attracting new audiences to Jo Malone London because of the values it champions. I want people to know about the work that Jo Malone London has been doing for mental health charities for years and allow people to feel part of something. I’m incredibly excited about this position and the things we plan to do together.”