AVON - La Belleza es Libre

“La Belleza es Libre” (Beauty is freedom) is my first published work in advertising, and one of my most personal campaigns ❤️.

What you see in this video, is a small sample of a brand repositioning campaign that took place from 2019 to 2022 in Colombia, Perú and Ecuador.

Let me tell you why it was so meaningful…

FREEDOM LOOKS DIFFERENT IN LATAM

From it’s beginning in 1886, AVON has always empowered women through beauty, principally by encouraging their financial independence.

130 years later, this Anglo-American brand launched a new brand repositioning: “Looks Like Freedom”, a manifesto that celebrates beauty in all kinds of diversity and freedom to express ourselves authentically through how we look.

But in Latin America, where women still struggle with matters such as gender violence and gender equity, the word “Freedom” takes a much deeper meaning.

WE MADE OUR CLIENT CHOOSE THE HARD PATH

The ask was simple: to localize the campaign language-wise.

But during a team discussion, we decided none of us (and neither the brand) would be truthful to our beliefs, if we didn’t take this campaign further to address everything that “freedom” represents for Latin American women.

WHAT WE ACHIEVED

Throughout this journey we managed to make AVON part of the conversation again, connecting deeper with customers, advocate louder for the fight of gender violence, breast cancer awareness and cruelty-free beauty. We built stronger relationships with the representatives who felt they were part of a bigger purpose, and we helped them transitioning to e-commerce when the pandemic obliged them to stay at home.