The strengthening of female self-esteem has been a mainstay of Avon for more than 135 years and, however, the lack of products for black skin in its portfolio was still a problem that prevented many women from accessing their potential without having to adapt products available on the market - designed for white skin. In order to reverse this scenario, Avon made a commitment with an even closer look at the lack of black representation in the beauty market. In partnership with consumers, experts and influencers, an in-depth study was just the first step to trigger a series of internal and external initiatives with the aim of positioning the black woman in a place where she can feel beautiful and represented being exactly who she is.

To launch the campaign, we invited singer and activist Larissa Luz to co-create a manifesto film and the film's original song, as well as being close to the team during the entire creation process, influencing and participating in every detail of the narrative.

The film also featured other Brazilian artists and influencers, such as the makeup artist who helped develop the products, Daniele, and the influencer Xongani, who has long been an important spokesperson for the lack of products for black skins.

The production and direction were made by MOOC, a collective of black young people in Brazil who are committed to bringing representativeness into the audiovisual. All the film was filled with African references in order to bring power and pride to black women.

The idea was to communicate the unprecedented launch in Brazil of new shades of makeup for black skins. Based on consumer dissatisfaction, of which 70% were unhappy with the market's offerings, Avon invited makeup artist Daniele Da Matta and scientist Candice Deleo-Novack to develop new products for the skins of black Brazilian women.

The main strategy of the campaign was to impact our target audience in all their shopping journey, which were brazilian women over 18 years old, besides beauty and fashion influencers and consumers.

From the initial message, where Avon amplified its product portfolio to attend different skin tones, until creating shopping intentions for the products in ecommerce by direct selling. We divided the campaign in Awareness and Conversion phases using a 360º media mix and channels with the highest affinity rates and target reach.

The campaign had a product film and a manifesto film and aired on open TV, internet, ooh and radio. We divided the campaign into 3 phases. Phase 1: launch of the campaign and awareness. Phase 2: engagement and purchase intention. Phase 3: Conversion and product sale.

The campaign was responsible for impacting more than 60M of women (94% of the campaign target), generating engagement in all medias, with emphasis on the volume of online views, which was greater than 30M with a super profitable delivery (R $ 0, 04 - cpv) and a VTR (Retention) of 44% (higher than the benchmark of 30% for 45s) and more than 1.3 million clicks from the campaign (139% above the provisioned) directing to the Avon website.

We had a positive response from black influencers and black women in general, who finally was able to buy accessible products for black skin.