Over the last ten years the beauty market in Brazil changed drastically. In 2010, three companies - including AVON - were in control of 70% of the lip products sold in the country. However, the overflow of new products and competitors changed this scenario, with new smaller companies gaining market share and becoming the “cool” new brands.

This new and overcrowded market created a world of “sameness”: same product claims, same Instagram strategy, same influencers in every campaign, same visuals…

To stand out and gain back market share, AVON launched the new Power Stay Lipstick, with an incredible 16-hour-lasting proposition and a portfolio of 16 colors.

The brief was to launch Power Stay, to regain market share and more broadly revitalize AVON, projecting it as an innovative and contemporary brand.

To make women’s strength and beauty visible to all, we put Power Stay to an extreme torture test, in front of the entire world.

During FIFA Women’s World Cup, Marta (the world’s highest scorer ever) played all of Brazil’s matches wearing Power Stay on her lips, making every woman at home wonder “which lipstick is is he wearing that can last a whole match?”.

A strategy that went beyond selling just one product. It placed AVON in a hot cultural conversation, creating long-lasting effects for the brand.

Integrating this PR stunt with a traditional campaign (TVC and social), with Marta as our star, we took AVON out of the beauty market ‘sameness’ exploring a new and relevant territory (strength) making Power Stay 16-hour lasting claim unquestionable.