With the intention of underlining its anti-racist commitment and valuing Afro-Brazilian ancestry, inside and outside the company, the Avon participates for the third year of Night of the Black Beauty, promoted by the Bloco Afro Ilê Aiyê, as the official master sponsor of the traditional event. The party reaches its 42nd edition next Saturday (28), at the headquarters of the cultural group, in Senzala do Barro Preto, with the contest Deusa do Ébano, which will elect the representative of the beauty of the black woman of the Afro block for the Carnival parade 2023 and active participation in Ilê concerts.
This year, the contest’s central theme is “Time”, the Iroko – a tree to which everyone owes obedience. And if we are talking about knowledge, authority and learning, for Avon, time in this context is the ancestry that is transmitted through knowledge and appreciation of accessible beauty and that goes beyond stereotypes.
The brand is present in this dynamic of traditions and legacies shared by generations, making up the trajectory of thousands of girls and women, mainly black. This happens from the moment they look in the mirror and feel beautiful when making the first choices of colors and techniques to enhance their features, until when they see in relationship selling an opportunity for female entrepreneurship and empowerment to achieve independence.
During the ceremony, which will feature several artistic presentations in the dance and music segment, the brand will present the video manifesto “Time is legacy”, created by the Wunderman Thompson agency, which runs the spiral of the legacy left by time, uniting past and present by between two black women: the first elected Goddess of Ebony, Mirinha Cruz, in 1976, and the current goddess, Gleicielle Teixeira, crowned in February 2020, and who fulfills her third reign in an unprecedented way due to Covid-19.
Avon Brazil Communication Director, Viviane Pepe, says:
“Black Beauty Night is more than a pageant. It is a broad movement for the appreciation of Afro-Brazilian ethnicity and aesthetics, including the education and ancestral culture of black people. For Avon, which understands that beauty involves self-esteem, representation and dignity, being present in the choice of the Ebony Goddess of Ilê Aiyê reaffirms the brand’s commitment to diversity and inclusion. We have been at the event in its last three editions and we continue this partnership, at this moment that marks the resumption of the contest, reaffirming its appreciation and ode to the power of blackness.”
As a sponsor of the 42nd Night of Black Beauty, Avon will exalt #ExcelênciaBlack, a movement anchored in the discovery and appreciation of the mastery of blackness in its most diverse abilities. Beauty will be signed by Tássio Santos, from Herdeira da Beleza and the team will use the vast portfolio of Avon products aimed at black skin, with emphasis on the lipsticks from the Ultra Color line. For him, it’s great for a make-up brand to support such a traditional competition like this one. “Unlike other places, Ilê Aiyê values a standard of beauty that is not necessarily physical. The Goddess of Ebony needs to have a level of awareness about the role of the black woman, know how to dance, enchant in other ways. It sharpens our mind. It’s good that Avon recognizes these other standards of beauty, that’s diversity”. In addition, the 15 representatives of Bahia’s black ultra-beauty will be presented with the brand’s famous suitcase full of make-up items.
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