The campaign, created by Wunderman Thompson, represents the beauty and ancestral time of black women, reinforcing female blackness
Avon launched a campaign to exalt the existence and power of black women for the “Night of Black Beauty”, a contest organized annually by the block Il Aiy, called “Beauty and Time”.
The piece, created by Wunderman Thompson, represents the beauty and ancestral time of black women, reinforcing female blackness as Black Excellence.
“We brought together the past and the present, in the figures of the 1st elected Goddess of Bano, Mirinha Cruz, and the current one, Gleicy Ellen Teixeira. In a video manifest, we will see Mirinha helping in the preparation of Gleicy Ellen for the passage of her title When we talk about legacy and tradition that crosses generations, Avon, in addition to being part of the history of many entrepreneurial women in relationship selling, is the first contact of black girls with the understanding of beauty, self-esteem and the awakening of their conscience. Or that is, Avon is the common thread that connects generations.Thus, we represent Time as the ancestral legacy, reinforcing this feminine blackness, said Roberta Harada, Creative Director and Dafne Pereira, Art Assistant at Wunderman Thompson Brasil.
The campaign was shown at the contest itself and aimed to translate the importance of time to black tradition and culture and respect for those who came before, opening paths.
The brand was present at all the main moments of Dalila Oliveira’s coronation and relied on Tssio Santos to lead the team of make-up artists who did the make-up work for the Goddess of the Bano candidates.
Black Beauty Night is more than a pageant. It is a broad movement for valuing 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 Il Aiy’s Bano Goddess reaffirms the brand’s commitment to diversity and inclusion. We were 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, added Viviane Pepe, Director of Communication of Avon Brasil,
Since 2018, Wunderman Thompson Brazil has been alongside Avon on the roof that crowns the Goddess of Bano, the title that values the space, voice and resistance of black women. As the theme of the contest that took place last Saturday, the brand
