Brand wants to highlight its makeup portfolio for all skin types and tones
As part of its position to democratize access to the universe of beauty, Avon participates for the first time in the Afro Fashion Day (AFD) parade, which celebrates ten editions this year.
The brand will be present with the entire portfolio of the Power Stay and Tratamake lines for the makeup that will compose the models’ look in the three themed blocks of the blackest catwalk in Brazil: Ancestry, Festive and Contemporary.
Therefore, one of Avon’s bets for the event is to encourage the circulation of makeup tones for all skin types, respecting the needs, particularities and authenticity of the public.
The foundations in the Power Stay line offer 20 shade options, 11 of which are specific for black and brown skin, including warm, neutral and cold undertones, which guarantee not only impeccable coverage, but also transfer resistance and a natural finish, at the same time as it encompasses the diversity of Brazilian hues.
The event, which will take place on November 1st in Salvador, officially opens the month that celebrates Black Consciousness, with the theme “Music – Rescuing roots and elevating voices”.
#That’sMyColor
Brazil is the country with the greatest diversity of skin tones in the world, which represents enormous potential for the makeup market, especially for products aimed at black and brown skin.
As a result, in 2020, Avon launched the #EssaéMinhaCor movement, an initiative that aims to promote representation and inclusion in the beauty sector together with the Anti-Racist Commitment, which includes a series of goals focused on expanding ethnic-racial equity within and outside the company.
However, the movement was based on data from the Black Paper survey, carried out by Avon in partnership with Grimpa, which revealed that 70% of self-declared black or brown women were not satisfied with the makeup product options available on the market.
Furthermore, 46% of respondents reported that the main reason for giving up buying products such as foundations and concealers was the lack of shades that suited their skin.
