With the launch of its new brand positioning "Beauty for a Purpose", Avon Brazil decided it

was time to banish any segregation or gender stereotypes from its campaigns.

How the brand did that? By eliminating all kinds of beauty standards that have been

imposed by the media for a long time; by understanding that no beauty product has the

power to change a woman, but to strengthen who she already is; by bringing

representativeness with a plurality of women that actually represent themselves and our

country - the narrative of our campaigns is always linked to the true story of the character.

We began to watch closely who are the women who have been standing out in Brazil as a

result of their attitude and empowered speech and we brought these women to work along

us. All Avon campaigns portrait this plurality of women and help us keep a linear and fresh

speech: we are constantly exchanging experiences. By working with these women, Avon

learns everyday the importance of giving them a space on the media.

A 3307% raise of comments on YouTube; a 1822% raise of shares on YouTube; a 409% raise

of followers on Instagram; 1 billion video views on Facebook and YouTube; a 6 billion raise

of impacts on Facebook and YouTube.

Plus: Avon has become the most searched beauty brand on Google; the number 1 makeup

brand on Facebook; Top of Mind makeup brand in Brazil and was selected twice as case

study for SXSW.