Australian beauty brand ModelCo has embraced the international trend of brands engaging models with serious social media clout by photographing three of Australia’s social media savvy models.
In a major coup for the brand, ModelCo brought together models turned social media stars Natalie Roser, Elyse Knowles and Elouise Morris, photographed together in their bikinis on Bondi Beach to launch ModelCo’s One Hour Tan product.
ModelCo CEO and founder Shelley Barrett has taken notice said: “After owning and running a successful modelling agency for 10 years prior to starting ModelCo, I can see the way that social media has allowed models to become more than just hangers for clothing or faces for makeup: it’s allowed them to showcase their personalities and advance their careers. No longer are models just pretty faces, but celebrities in their own right, influencing thousands of people on Instagram alone.
“I feel it’s all about the elusive ‘cool girl’ appeal. When people want guidance about which brand to use, people turn to models, celebrities and now Instagram Influencers and begin liking what they are liking. And that is exactly why I want ModelCo product on these girls.”
The models were photographed by the talented Australian photographer Josie Clough of website “It’s Now Cool” who also boasts an impressive Instagram following.