A 20-year anniversary can easily turn into a brand-first celebration. The challenge was to mark this milestone in a way that felt genuine and relevant, while recognizing Avon representatives as the driving force behind the brand - without losing focus on the product portfolio.
We flipped the focus from the brand to the Avon Ladies. Instead of celebrating Avon itself, the anniversary became a thank-you to its representatives. The idea was simple: turn Avon products into the spark for celebration, with each one “opening” a party thrown in honor of the people behind it.
As part of the visual identity, the anniversary logo was created using a real Avon lipstick on paper.
The campaign featured real Avon representatives as the main characters across channels. Each product inspired a different celebration moment, creating a series of connected events with a clear rhythm and a strong sense of joy. Products set the scene, representatives led the action, and the anniversary became a celebration of community - strengthening emotional connection while keeping Avon’s products at the heart of the story.
Credits
The team @ Jazz
