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.