AVON
BEAUTY FOR A PURPOSE
Beauty for a Purpose
This is a story of how Avon regained market share after years of loss by transforming its iconic yet outdated brand image into one of a progressive pioneer in the beauty industry.
A brand that stood for a beauty with a purpose. One that's self reliant, diverse, inclusive, unstereotyped. One that empowers and promotes genuine confidence amongst all women.
This was achieved over the course of +3 years, where I developed over +40 campaigns for Avon, at global and local levels, encompassing brand repositioning, product campaigns, digital ecosystems, content strategy, activations and promotional.
This section has 2 parts. the first one below covers the launch of 3 new global sub brands created to address different audience needs and help lend premium equity to the masterbrand. And the second one covers the rebuilt of the brand in Brazil via product communication, a new creative and media strategy, a social-first orientation, a robust content strategy and a full-on commitment to diversity and inclusion.
1. Global Brand Launches
Leading the change in the beauty industry.
AVON TRUE
Beautiful promises kept.
93% of women agree that beauty brands lie to them, according to a research we conducted over 10 countries. These brands make overpromises that are impossible to deliver and erode women's self esteem by producing anxiety where confidence and empowerment should be.
With Avon True, a new sub brand from Avon, we defined a brand that always tells the truth and provides products that do what they say they do.
We launched the platform globally with loads of positive repercussion, followed by several product films that one by one, called out existing products in the market on their BS, showing how Avon True keeps its beautiful promises.
COLOR TREND
Together we change the world.
Color Trend has always been a playful make up brand. One that stood for beauty as a source of joy and pleasure. But restrictive, unattainable, corrosive beauty ideals being reinforced by the industry day in day out made clear to us that not everyone was having fun. We took the stage to celebrate inclusivity, diversity and union. To propel the transformative power of diversity, demonstrating how the world can be reshaped when all kinds and shades of beauty get together to claim their right to play too.
We relaunched the brand with the support of a wide variety of influencers and celebrities, being the first brand in the world to have transgender women, drag queens and queers as the face of the brand.
AVON LIFE BY KENZO
Life is a journey.
We know a genius by his/her creations. But what does a mind of a genius looks like? That was our starting point to launch the new fragrance from Kenzo Takada in partnership with Avon. We lured people to take an inebriating journey through the mind of Kenzo, with all its magical and whimsical elements that beautifully blossomed into this new fragrance.
Besides this film, we launched a branded content series with Vice called the Beauty of the Unlikely where we explored the minds of several underdog artists that were transmuting their inspirations into unique artistic expressions.
MARK
Your face is a canvas.
Most beauty brands sell makeup under a misleading promise that pretend to inspire self expression while actually restricting women within the realms of a standardised idea of beauty.
With Mark, a new sub brand from Avon, we aimed to brake that and inspire women to create freely. To look at their faces as canvas for artistic self expression. And to see our make up as beauty allies to help them make their mark in the world.
We launched the brand platform globally with an integrated campaign that generated massive awareness and immediate product adoption.
2. Product campaigns
Building brand via product communications.
This could be a classic brand revitalisation story, except for one detail: there was no brand-led communication in it. No purpose campaign. No brand statement. Everything was done through product campaigns, because every product delivers an underlying emotional benefit that can be unique to the brand. And because the brand couldn't afford not to sell in the short term.
By consistently connecting the product benefits to their emotional payoffs, Avon offered women more than colours and textures and brushes and mascaras and lipsticks and foundations and fragrances. It offered an empowering beauty with purpose and meaning.
All those campaigns were multi channel, with a blend of heavy and lightweight content for TV, offline, social and digital. Influencers and brand ambassadors were a pivotal part of all we've done, explored through content co-creation, partnerships and branded content.
The brand became a reference in social media, garnering millions of followers and views across TikTok, Youtube, Twitter and Instagram.
