Campaign details
Brand: AvonAdvertiser: Natura&CoAgencies: Wunderman Thompson São Paulo, Mutato São Paulo, Zeno São Paulo, i-Cherry CuritibaMarket: BrazilSector: Toiletries & Cosmetics
Executive summary
Lipsticks have been a symbol of empowerment and self-esteem, no wonder why they became a ‘makeup basics’, but new demands threaten this position. Even though beauty products are significantly consumed by Brazilian women, an increasingly busy routine challenges them to find high performance products that can keep up with long days – competitors are offering similar and inefficient products.
As a leading brand (15.6% share), AVON was challenged...