Created by Wunderman Thompson Brasil and produced by directors Bel&Ju, from Paranoid, the play premiered on TV Globo and has a digital strategy.
Avon presented its new campaign for the repositioning of the Matte Hydramatic Lipstick and Srum Base cosmetics line, entitled “Tratamake: the maka that treats you well”.
Created by Wunderman Thompson Brasil and produced by the directors Bel&Ju, a creative duo from Paranoid , the piece aims to enhance all beauties with accessible products and care for all skin types and tones. The main purpose of the brand’s new concept is to exclude patterns, exalt and enhance Brazilian traits.
“Since the beginning of the campaign, we understood that the protagonist was the product and the well-being it causes in those who use it. And it was with that in mind that we arrived at the concept. Everything was thought so that the total focus was on the packaging, the colors, the textures “, said Layana Leonardo, Senior Copywriter and Rafael Avila, Senior Art Director at Wunderman Thompson Brazil.
The film premiered on TV Globo and continues with a strategy focused on digital channels, with the participation of more than 15 influencers from the beauty segment and celebrities such as Claudia Raia, Lorena Improta, Clara Moneke and Vanessa Rozan.
This campaign is very important, because the Tratamake concept: the make-up that treats you well reflects the essence of Avon, in offering tools that help women’s self-esteem. And Avon, once again, is ahead of its time, democratizing beauty and opening space, both on social networks and on television, for necessary conversations on behalf of women, added Juliana Barros, executive director of Marketing for Avon Brazil.
