CONTEXT

For three years in a row, AVON was the official make-up sponsor in Colombiamoda, but this time in its first digital edition due to the COVID-19 contingency.

The brand needed to react to a new reality. On one hand, their consumers were staying at home and the use of face masks impacted directly on their make-up routines. Also the direct selling business model to which the representatives were used to, needed to migrate to digital channels, without affecting their financial stability and relationships with clients.

WHAT WE DID

We reinforced the concept of make-up routines as a part of self-care during the pandemic, and reinvented make-up tutorials and the use of our products, inviting our consumers to adapt as well. AVON’s relationship to their representatives and the consumers grew stronger, with their purpose always at the center: empowering women through beauty as a means for self-expression and financial independence.

TRUETORIALS

Women were using less make-up, were busier balancing home office and chores, or needed prepping and fixing make-up tips for the use of face masks. We partnered with renowned make-up professionals to create bite-sized tutorials to help women achieve quick natural looks considering their needs and limitations but boosting their day-to-day confidence.

UPPER- LOOK CHALLENGE

The use of face masks changed significantly the way women used make-up, leaving some products such as lipsticks out of their routines. We created a contest in which two renowned make-up professionals had to create impactful eye makeup on models, using mostly lipsticks, and encouraged our consumers to try them out at home.