Avon recruits beauty bloggers and issues 'make up your own mind' challenge

Avon, the beauty company, is launching a campaign today with a TV spot that uses beauty bloggers to showcase its products, and its famous "doorbell chime".

The ads, created by digital and social media agency VCCP Kin, will run throughout October and November on television, online and video on demand.

The first ad puts Avon products to the test with well-known beauty bloggers Helen Anderson, Mother Pukka and LoveLaughandMakeup.  

The bloggers were given no clues about the brand they were blind testing and the ads end by challenging the consumer to #makeupyourownmind.

The second ad launching the following week features four independent Avon representatives, showing them as self-reliant and fitting earning around their everyday lives.

Anthony Wells, marketing director, Avon, which is about to celebrate its 130 birthday, said: "Avon’s purpose still stands as, The Company for Women, and today 130 years later we’re still working hard to empower women through our flexible working opportunities, great quality affordable products and our causes.

"It therefore seems only fitting that our AvonRepresentatives and hero products take centre stage in this new and provocative campaign – Avon is the only beauty company with a truly authentic purpose."

The first ad runs from today (5 October) to 31 October, while the second ad runs from 13 October to 30 November.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More