Avon's Lasting Collection Stands Up to the Power of Brazilian Athletes

What better way to launch a long-lasting line than with women practicing sports and wearing impeccable makeup? The idea came last year, when Marta, the world’s best soccer player, starred the campaign for the Power Stay liquid lipstick, and entered the pitch during the World Cup wearing lipstick. The lipstick was intact throughout the match. This year, Avon invited athletes Pâmela Rosa (owner of world record in street skateboarding), Raissa Machado (owner of Paralympic record in javelin), and Vitoria Rosa (Olympic Brazilian sprinter) to join Marta in the campaign for the new Power Stay collection.

The collection has a super new item: the stick, the lipstick main format consumed worldwide, with polymer technology patented by the brand - intact lips, without transfer and with high pigmentation for up to 10 hours. Another item is the liquid concealers that last 18 hours, thanks to its ConforLast formula, an intelligence that keeps pigments in place and guarantees that the product looks like it’s been recently applied. This same technology is found at the Power Stay Liquid Foundation, which guarantees plenty of comfort throughout its use, and makes the skin tone uniform.

The campaign #VeioParaFicar was inspired by the everyday lives of professional female athletes in Brazil, where there is little incentive and recognition. The film was created around a mantra that values this female drive to celebrate overcoming challenges every day. This mantra is also a link connecting the lives and difficulties of athletes with the ones from each and every Brazilian woman, who needs to overcome challenges every day just for being a woman. Through the launches of the Power Stay line, the brand has found a new territory in the beauty category: the sports world, which takes makeup from the locker room to the handbags, in addition to connecting and proving different product attributes. The campaign will be on air from September 21st to October 22nd on network and cable TV, as well as OOH and branded content.