Observed Signal · Jul 29, 2026 · Partnership · Source: Horizont · Impact: 2/5 · Sentiment: Positive
Catrice Uses Afrobeats to Reach New Audiences
Cosnova is investing in culture marketing by aligning its cosmetics brand Catrice with Afrobeats culture. Annika Spitz, Head of Global Influencer, Community & Loyalty at Cosnova, explains the brand's strategy, which includes partnerships with DJs and Afrobeats parties in Berlin. Catrice is working with DJ Rejy and is funding first songs as part of its cultural activation approach rather than relying on visible logo placements on stage. The campaign emphasizes experiential events and creator collaborations to open Catrice to new target groups.
Brand-level culture and influencer campaign showing experiential and creator partnerships; relevant to marketing and influencer practice but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Cosnova is investing in culture marketing and aligning its brand Catrice with Afrobeats.
- Annika Spitz is Head of Global Influencer, Community & Loyalty at Cosnova and spoke about the strategy.
- Catrice is collaborating with DJ Rejy as part of the campaign.
- Catrice is financing first songs instead of placing logos on stage as part of its cultural activations.
- The activities include Afrobeats parties in Berlin and experiential, creator-driven events.
Connected Companies & Entities
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“HORIZONT (publisher/website hosting the article)...”
Ontology Mapping & Concepts
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