Avon: Big & Tutorial

To increase sales in the Brazilian market, beauty brand Avon launched an eight-hour make-up tutorial that showcased its products while giving viewers "one hour only" real-time discounts for each item presented.

Campaign details

Brand: AvonLead Agency: J.Walter Thompson BrasilRegion: LATAM

Objective

Avon, the number 1 makeup brand in Brazil, has a mascara franchise called BIG. It now consists on 4 different mascaras, each one with a different main claim. They all have neon packages, are fun and very appealing to a younger target. But since Avon is a consolidated direct sales brand, sometimes its hard to communicate with a younger target, who tends to buy stuff online and not with representatives.

Our main goal was to sell mascaras, but we still had to find a way...

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