Retail in Asia

In Shops

Jacob & Co. announces new face for brand’s 2011/12 advertising campaign

Jacob & Co. has announced at Baseworld the new face of their advertising global campaign is internationally renowned actress and model, Milla Jovovich.

This announcement was unveiled during a jam-packed cocktail reception at which Jovovich made a grand, red carpet entrance in Hall 3.0, side by side with Jacob Arabo. The paparazzi lined up for up to one hour expecting Jovovich to make her appearance.

The event took place inside the Jacob & Co. booth and all around the front hallway. The theme was the representation of Jacob & Co.’s global philosophy of multiple time zones, with each of the models esthetically indicative of cities or ethnicities including: Hong Kong, Moscow, London, Dubai and New York.

Celebrated DJ Kay Rush was the MC and host of the cocktail, greeting the crowd in five different languages and introducing Milla Jovovich to the guests. Jovovich explained her commitment to the brand, embracing the upcoming campaign.

Jacob Arabo greeted press, clients and industry friends as he hosted Jovovich. "This evening is an important milestone for Jacob & Co.," stated Arabo. "We have been looking for the right personality and beauty that represents what I call ‘The Jacob Girl’: she is a sophisticated world traveler, self accomplished and exudes an assertive feminine personality, lastly, she is absolutely gorgeous!"