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SA’s beloved alcohol maker makes a surprise dive into fragrance space 

Saturday, February 5 (2022) marked an important and exciting day for the South African Brewery"s alcopop brand Brutal Fruit as it made public its first foray into the cosmetic space with the unveiling of 'You Belong' fragrance.

In this pandemic era, we’re seeing an array of interesting new product developments with the lines, in this case, between beverage and cosmetic becoming increasingly blurred. In some cases, you’ll also find companies harnessing the practical benefits of plants, thus employing floral aesthetic in their packaging as seen with the labeling on You Belong fragrance, which the event’s theme largely borrowed from.

We also loved that Brutal Fruit wasn’t shy to bring on board for this campaign, some of big name stars and influencers to capitilise on their glamorous images in this exciting move aimed at extending their brand portfolio.

Bottles of You Belong fragrance on display!

True to form, the scenic Kleine Rijke, a conference venue in Haartebees, played host to an intimate group of 250 ladies and a couple of brightly dressed gentlemen who came all dressed to the hilt – in line with the ‘Botanical Glam’ theme.

Among some of the well-known faces who made quite a spectacular splash with their striking outfits include the ever-gorgeous star-influencer Mihlali Ndamase, SA’s much-loved actresses Simphiwe Ngema, Sihle Ndaba, Keke Mphuthi, model and social media influencer Nqobile Khwezi, as well as actress and singer Mbali Nksoi. R&B singer Thabsie, DJ PH and upcoming vocalists Motswedi Modiba and Lordkez kept guests on their feet throughout the day as they took turns to perform a medley of some of their well-known catchy numbers.

Social media influencers and besties fellow influencer Tebogo “Tebby” Leburu and Mihlali Ndamase kept to the theme!
The ‘Botanical Glam’ theme was brought to life through a mix of floral prints and botanical accents with punk as a dominant color!

You Belong fragrance; pricing and availability

You Belong fragrance I’d available at selected beauty outlets nationwide, including Sorbet and Cosmetix SA.

The fragrance will hit the local shelves just after Valentine’s Day and will be exclusively available at selected Sorbet outlets nationwide, as well as Cosmetix SA and Adore Couture SA.

The ever-gorgeous Nqobile Khwez brought her fashion A-game to the party!

An elegant and delicate blend of fruity, floral and spicy notes, the fragrance – as Brutal Fruit marketing manager at Ramona Kayembe has it, “embodies that ‘you belong to affect’ effect, which signifies the importance of having a sense of belonging, one of the core foundations of confidence.

A full list of stockists and price points are yet to be made public.

*For the latest South African product launch news, top beauty trends and tips, make sure to visit NOWinSA Beauty page daily! 

Tankiso Komane
Tankiso Komane
A Tshwane University of Technology journalism graduate, Tankiso Komane has a vast experience in print & broadcast media business and has worked for some of the country’s biggest daily newspapers, including The Sowetan, The Citizen, The Times, and The New Age. Through her varied work as a journalist, notably as a copywriter for SABC1 (On-Air promotions) and as a publicist for Onyx Communications, she has developed an in-depth understanding of the nature of the media business and how to use it for the purpose of exposure. Her expertise in journalism across various disciplines, coupled with a good reputation, has laid the foundation of a new kind "trust in Journalism" as the media ecosystem continues to digitally evolve.
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