Introduce 24k Gold lipstick like jewelry, this was our solution. Jewelry is precious, and must be exposed just like – in protective, decorated with velvet and silk bags or boxes.In women's magazines we inserted our lipstick sample in a small jewelry bag and printed our ad on velvet.To reinforce our precious message, jewelry boxes exhibiting our lipstick were placed on the mirrors, in washrooms and in hairdresser’s saloons. Each box was marked with 24K, the symbol of a precious item of jewelry.

Furthermore, we covered the OOH poster frames with gold materials making a usual support, to look precious.

The campaign hit instantly - sales exceeded the target with up to 20%. Moreover, women were wow surprised and this resulted in a valuable, positive WOM for Avon.