Together with VML, the brand will pay tribute to the women at the party
Avon announced the launch of a campaign that aims to present the new formulation of the brand’s “Power Stay” line, which has been improved to provide more comfort for customers.
In partnership with VML Brasil, the brand will pay tribute to the women who shine during the party and the movement will be publicized through two documentaries and Carnival coverage that will feature more than 25 influencers.
“This campaign marks the evolution of our beloved Power Stay Lipstick. This initiative not only celebrates our commitment to the needs of consumers, but as always we are elevating the status of female empowerment through innovative makeup with cutting-edge technology for any occasion, including comfort and power for carnival revelry”, said Andrea Echeverri, makeup director at Avon Brasil.
In the campaign, Avon highlights the experiences of two women who have a connection with Carnival, highlighting female power, the expression of joy and how the brand relates to their empowerment.
The communication features two films, created by VML Brasil and produced by Hefe, which narrate these stories in a documentary manner. Vivi de Assis, dancer and percussionist at Viradouro, and Juliana Rufino, percussionist and xequer percussion teacher, were chosen to star in the pieces.
“Women are on the front line, on postcards, in photographs and, mainly, in the construction of Carnival in Brazil. They are in the tents, in the sewing machines, in the ice coolers with drink cans, they are in the hands of -work that keeps alive the party that in many cases keeps them alive for the rest of the year. Avon’s presence at Carnival is related to the empowerment of these women on this journey of feeling even more comfortable with the new Power Stay Liquid Lipstick formula, to experience the party and express their joys and diverse beauties at the most awaited party in the country”, highlighted Roberta Harada, ECD at VML Brasil.
The celebration features the participation of influencers such as Lore Improta, Clara Moneke, Camilla de Lucas, Giovana Cordeiro, Heslaine Vieira, Jojo Todynho, Juliana Leme, Carol Mamprin and Camila Pudim.
