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

Avon, the beauty company, is launching a new campaign today with a TV spot using beauty bloggers to showcase its products, representatives and the 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 sees their reactions to discovering the products are from Avon. The adverts end 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.


Subscribe to Campaign from just £57 per quarter

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


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
Maltesers unveils Braille billboard in next phase of disability campaign

1 Maltesers unveils Braille billboard in next phase of disability campaign

Maltesers has launched a billboard in London written entirely in Braille as it continues its efforts to better represent disability in advertising.

Just published