Avon’s refreshed brand created in partnership with Wunderman Thompson UK showcases ‘Embrace your Power’, a new global platform, visual identity, creative approach and integrated campaign.
For over 135 years, Avon has stood for progress for women and advocated the power of beauty to transform lives. The brand enables women to achieve financial independence, connects them through a community of beauty lovers and offers aspirational beauty products at irresistible value, something that’s even more important for consumers with the higher cost of living.
The new brand positioning - ‘Embrace your Power’ - stems from the belief that every woman is born with her own unique power, but gender inequality stifles this potential. According to a recent report from the UN, it could take over 300 years to achieve full gender equality at the current rate of progress.
Avon knows that when women realise their full potential it’s an unstoppable force, with Avon’s Impact Pledge meaning Reps earn at least 20% on each product they sell, helping each of these self-employed women create a better future.
The new platform celebrates women who are living out their full potential, from a beatboxer to an art restorer to an astronomer. The first campaign to launch features London musician, Hamzaa, who beatboxes within the ad, telling the musician’s story of how she found her inner power while showcasing Avon’s new Hydramatic Matte Lipstick.
The innovative product is the world’s first matte lipstick with a hydrating, hyaluronic core. Hydramatic already has thousands of customers on its waiting list, Avon’s biggest ever for a product.
To learn more, we spoke to Wunderman Thompson’s Emma Gallagher, Senior Copywriter, and Lucy Harrison, Senior Art Director.
What was the brief?
To make people sit up and realise how amazing Avon really is. They’re seriously underrated. They sell amazing products, their prices are reasonable and on top of that they support women all over the world with their rep programme as well as women’s charities.
This was an amazing opportunity to bring Avon back on our TV screens after two years with a bang.
How did the initial pitch/brainstorming phase go?
We were really excited to work with a brand who care so much about female progression, the ideas were flowing as soon as the brief hit our desks.
What was the process behind ideating the concept?
We immersed ourselves in the world of beauty and learnt a lot. Some highlights were how to say hyaluronic correctly and realising we’ve been applying eye cream wrong all these years.
Understanding what these new product benefits meant to people really helped us start imagining the perfect protagonists who would have a connection to these products. The goal was always to use people with lifestyles and jobs that are not always ‘expected’ for women – luckily the unique products went hand in hand with this.
What was the production process like?
We shot our three films over 5 days – in locations all over London. Everyone involved was a dream from start to finish, we all shared the same vision for these ads, making the whole process run so smoothly. The energy for our Hydramatic film came from our star Hamzaa, her fun, inspirational attitude was exactly what we had hoped for when finding a beatboxer.
We have two more films coming in this series – but we won’t give too much away.
What was the biggest challenge during production? How did you overcome it?
In terms of casting our ask was very niche. Someone who could beatbox effortlessly, act, sing and of course look amazing in Avon’s Hydramatic Lipstick. We didn’t think it would be possible to find someone who ticked all these boxes. Luckily, we found the lovely Hamzaa – from the first look at her casting video we knew she was the one.
What is one funny or notable thing that happened during production?
Probably watching our agency and the crew attempt to beatbox, it’s NOT as easy as it looks!
What’s the main message of this project and why does it matter?
Even in 2023 women are still trying to achieve full gender equality – we want to encourage women to never give up. To keep working hard, keep smashing stereotypes and keep supporting other women.
Our concept ‘Embrace Your Power’ encourages women to do and be anything they set their minds to. We want women to feel empowered watching our films.
We were a female-led team (with female CDs, Creatives, Strategists and Director) so this message was extremely important to us on a personal level.
How long did it take from inception to delivery?
Over the past year we’ve worked closely with Avon to make these three films that we’re all extremely proud of.
What do you hope it achieves for the brand?
We hope people look at Avon as a real trailblazer in the beauty industry. They have some of the most amazing science behind their products and are dedicated to their causes – they really do deserve some noise.
For over 135 years they’ve created a community where women can support themselves financially. So we hope people continue to look at Avon as a brand who supports women.
Credit list for the work?
Wunderman Thompson
Chief Creative Officer: Steve Aldridge
Creative Directors: Sara Soares & Maria Leiria
Senior Art Director: Lucy Harrison
Senior Copywriter: Emma Gallagher
Managing Partner: Sally Emerton
Account Director: Tania Roy
Planning Director: Jo Weston
Senior Planner: Katie Mulligan
Senior Project Manager: Hannah Gray
TV Producers: Claire Proudfoot & Chris Pencakowski
