Avon Speeds Up Morning Routine
Avon has announced the launch of its latest multi-channel campaign – say bye to #MorningFace – which celebrates its new ‘True’ brand, a collection of easy to apply essential products, that do exactly what they promise. The range includes the True Colour Perfectly Reds lipstick collection, which allows women to find the perfect shade of red to match their skin tone and hair colour, and the True Colour Cream-to-Powder Foundation.
The new campaign taps into the consumer insight that women often don’t like how they look in the morning and as such, they have to spend a significant amount of their hectic morning schedule applying their make-up. Avon’s new brand offers a solution to this issue, providing innovative products that can help women feel confident and ready to face the day in five minutes or less.
In fact, Avon believes so strongly in this claim that it wanted to use its TVC to put it to the test. Avon invited women from across the country to apply to be the new face of the campaign and star in the upcoming ad. Through a range of social engagement, including video content, Avon asked women to share a photo of their #MorningFace. In total, the campaign generated a reach of 866,177 and the video alone was viewed over 170,000 times.
Following the casting request, 250 women shared pictures of their #MorningFace. 25 were shortlisted to attend a casting session, where four women were finally selected, including:
· Alison Stuart, 33 from Scotland
· Sadia Philips, 37 from South Wales
· Trudy Pearson, 43 from Blackburn
· Kathryn Biggin, 31 from London
One of the stars of the new TVC, Alison Stuart, a busy mum and midwife, said: “I was shocked but really flattered to get selected for the advert casting. I have a three year old which means I rely on my make-up in the morning to get me ready for work but also that I often struggle to find the time to do it properly. For me, the idea of being able to do my make-up in five minutes of less, with good quality yet affordable products, is amazing.”
Hannah Lally, Avon UK Colour Manager said: “For 130 years, Avon has been the company for women. And that means that we know how their lives work – they want to look and feel great but having to juggle busy work and personal lives often means they’re simply don’t have enough time, especially first thing in the morning. Our new innovative True brand is specifically designed to make it easier and faster for women to apply their make-up, so they can feel great whatever their #MorningFace.”
The Avon True range stands by the mantra ‘beautiful promises kept’ and vows to be the beauty brand that provides women with time-saving, quality and long-lasting make-up that won’t let them down. The range launched on the 8th September to coincide with the advert.
The ‘say bye to #MorningFace’ adverts were created by digital and social media agency, VCCP Kin, and will run throughout September from 8th to 28th on television, online and VOD. The adverts will be part of an integrated ‘#MorningFace’ campaign supported across PR, Digital and Field activations.
Creative Director: Dermot McPartland
Planner: Shadi-Sade Sarreshtehdarzadeh
Associate Creative Directors: Fiona Clark, Sophie Clark
Producer: Charlotte Trotman
Director: Karen Lamond
Category: Beauty/health , Cosmetics