You know what's better than just looking good? Feeling empowered while doing it. Avon's new era celebrates this feeling, as the staple beauty brand welcomes its campaign "Embrace Your Power." As Avon’s Global Chief Marketing Officer & Managing Director for Western Europe Kristof Neirynck puts it, “You need to have that product that works very well, but purpose is a really important element [too].”
PREVIEW EXCLUSIVE: Avon's Kristof Neirynck on the Latest Campaign Platform “Embrace Your Power”
In line with their goal of women empowerment, earlier this year, Avon launched the new campaign fronted by influential and inspiring women. The brand aims to make Avon more than just a beauty brand, transcending into a beauty movement that will inspire women to break down barriers.
According to Kristof, there are often two types of barriers that stop people from reaching their full potential. “Some of them are internal. Self-confidence is often [an internal barrier],” he said.
By showing powerful women protagonists in their ads and positioning cosmetics as a tool for empowerment, he hoped the brand can inspire women to break those internal barriers. “I often say ‘a nail polish is not just a nail polish. It’s that confidence to raise your hand higher’ or ‘a lipstick is not just a lipstick [but it gives you] that confidence to speak up,’” he said.
“But then you also have the external barriers,” He cited gender stereotypes, the pay gap, and other gender inequalities as external barriers. “I think that it's important that we as a company for women tackle both, and we think that by showing these empowering protagonists, we hope to at least overcome some of these internal barriers.”
He continued: “[When it comes to breaking down external barriers,] it's through some of our programs–whether it's female entrepreneurship, [helping victims of] gender-based violence, or breast cancer.”
Ready to Embrace Your Power? From fragrances and makeup to skin and bodycare, shop them now through a local Avon representative or online via its website, Lazada, or Shopee.
SHOP: Avon’s Bestselling Products
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