Avon :: New Brand Positioning Brazil

Beauty For A Purpose.

For the last 130 years, Avon has empowered and evolved with women. It was about time we took a step further and brought the conversation to another level. The strategy was to help Avon end stereotyping and defy beauty standards in all its communication. After all, there's no point in selling beauty products without selling representativeness. The more women can identify with what they see on the media, the more they will feel empowered to use all the tools they need to look beautiful and feel amazing just they way they are.


Agency: J.Walter Thompson São Paulo / Mutato

Creative Direction: Renata Leão, Ana Mattioni & Danilo Janjacomo

Creatives: Renata Leão, Danilo Janjacomo, Ariane Polvani, Talita Cardoso, José Oliveira, Marcel Ares, Paulo Filipe, Ana Dellabarba, Anelise Boa, Ana Mattioni, Julia Machado, Isabel Fontes

Film Editor:  Gabriel Maria