More than pretty

Campaign Rethink Praise

Client Avon

Agency J Walter Thompson Sydney, London, São Paulo

Background: Avon is the number one cosmetics brand in Brazil. It has been lovingly handed down from mother to daughter, and is the world’s largest employer of women – employing over six million Avon Ladies (or representatives, as they are now more appropriately called). For more than 130 years, Avon has removed barriers to gender equality by supporting female financial independence, campaigning against domestic violence, and creating products that boost women’s confidence. Yet Avon was rapidly losing relevance.

Avon needed to be in the spotlight again as the brand that supports female empowerment, both throughout a woman’s life and at a larger societal level.

: Avon believes empowered women