January 2018 I got a call from JWT with a contract proposal to work on a new beauty campaign for AVON UK. Whilst AVON is a successful youthful beauty brand in the USA and EMEA markets, its perception in the UK is completely different. With no online presence or social media, AVON is seen as the make up brand your grandmother would purchase in a catalogue from a local AVON Rep. Our challenge was to get AVON UK into a current place, somewhere that retains their heritage of providing affordable and quality beauty products to savvy women and let them know that they can now purchase quality products online, with great results and at good value. With this, the Smarter Beauty campaign was born, repositioning AVON UK with a totally new youthful brand image with a drive to online purchases. In just over six months we created a visual toolkit with photography guidelines, working with dynamic photography duo Ilka & Franz to create a fresh look across all the still life (products and models) with over a 100 social media assets. Alongside this we shot a sizeable amount of moving image including six online films, two TVC’s and animations. We also revamped their AVON representatives, selecting real reps - mums, students, budding entrepreneurs, to bring their important business model into today’s world. Creating a bunch of digital content and some engaging films that aired on SKY TV to promote the potential and positives of becoming an AVON rep, which has since seen an increase and variety of women signing up. 

Still life and beauty photography by Ilka and Franz

Back to Top