Avon Commits to the Fight for Diversity with Powerful My Colour Campaign
The contribution in the fight for diversity and women empowerment is part of Avon’s DNA, and constant listening processes and studies have resulted in the acknowledgement that we need to do more.
With this in mind, Avon begins this journey by making the commitment to repair historical injustices with important internal goals, such as hiring 50% of black people for entry positions (internship and trainee) as of 2021 and 30% of black women in leadership positions by 2030.
To explain the company’s movement in the fight against racism, the campaign ‘This Is My Color’ is being launched. Its concept is to roll out a study conducted by Avon with the goal of understanding the diversity of black skin hues and tones in Brazil. The creation of the palette was the result from a collaborative work between makeup artist Daniele Da Mata, one of the leading experts in black skin in Brazil, and the American scientist Candice Deleo-Novack, head of development of products for eyes and face and Technical Product Design at Avon. The duo was able to synthesise in a single palette the widest range possible of hues and tones of black skin in Brazil by giving a humane look to each product.
‘This Is My Color’, the film for launching the new products, was co-created by Wunderman Thompson Brazil and Larissa Luz, who wrote the song and the campaign manifesto and is one of the film stars, along with Cris Vianna, Daniele Da Mata, Ana Paula Xongani, Magá Moura, Geovana Ribeiro, Glória Abreu, Lub Big Queen, Odara, Onika Bibiano and Vilma Caetano.
“We are proud of such an important work, which is the launch of new products supported by Avon’s commitment to the fight against racism. We had the creative direction by Larissa Luz and other ten black women who cooperated with the entire concept of this campaign, which makes ‘This Is My Color’ even more relevant to the present moment,” explains Keka Morelle, CCO of Wunderman Thompson Brazil.
The new campaign was co-produced by Coletivo Mooc and Damasco, and will be aired on TV, digital, OOH, Social Outdoor Social and radio.
“Provoking changes is acknowledging the moment you are in, stepping out of the comfort zone and starting to act - and this is the commitment Avon is making, in a rich, deep and truthful listening process. Amplifying black female voices who are made invisible every day in a racist country is an effective contribution for a necessary transformation, and participating of this process where not only tones, but also great talents, are mixed is something powerful and inspiring,” states Larissa Luz.
Being a black woman is being born with one mission: to survive.
Because it seems we are always at risk ‑ if not of dying, at least of going crazy.
But even with everything going on, when we are together we stop being women at war and become women of love.
In the mix of our hues is the tone of an embrace,
and it glows, it is consistent.
The ideal tone comes from our union.
Diving deep into this palette, we aim at finding our place.
Being able to embrace our truth, in the naked skin, is accessing freedom.
Carrying on with confidence and conviction that the world is ours and we are the revolution.
Pounding our chest and saying out loud:
I’m black, my skin is dark, this is my color!
Agency: Wunderman Thompson Brazil
Product: Avon Makeup
CCO: Keka Morelle
Creation Director: Danilo Janjacomo, Larissa Luz
Writer: Julia Machado, Sabrina Pereira, Ester Pereira
Art Director: Ana Blanes, Thais Neves
Creative and Content Consulting: ID Works
Executive Business Director: Larissa Zucatelli
Customer Service: Mariana Franco, Sarita Nishimaru, Andressa Santos, Gustavo Costa
Head of Connections: Stella Lopes
Media: Carolina Bertão, Junior Domingues, Rafael Viberti, Rodrigo Saviano, Camila Camilini, Lucca de Crescenzo, Thais Anízio, Priscila Souza
Planning and Insights: Juliana Meirelles, Sabrina Teixeira, Jackson Santos, Izabela Quirino, Larissa Santos, Laise Alves
Content and CM: Mariana Hasselmann, Adriana Cuellar, Grazielle Gervasio, Jennifer Marinho, Maria Luiza Alvim, Larissa Araújo
Edition: Gabriel Maria
Influence: Carolina Bertelli, Hadassa Ferreira
PR: Andrea Assef, Vivian Zeni
Client Approval: Carolina Gomes, Erica Imenes, Mafoane Odara, Danielle Bibas, Viviane Pepe, Juliana Barros, Lucas Fajardo, Andrea Echeverri, Diego Santelices and Miguel Marsicano.
RTV Production: Ana Mello
Production Company: Damasco Filmes
Executive Directors: Carlos Righi, Gustavo Munhoz, Milena Trindade
Executive Producer: Milena Trindade
Customer Service: Olívia Fuchs and Sheila Souza
Production Coordinator: Alessandra Meireles
Coordination Assistant: Ana Alegretti
Film Photography Director: Fernando Bertoluci
Product Photography Director: Fernando Oliveira
Film Production Director: Telma Fonseca
Producer: Edu Estevez
Film Production Assistant: Haiane Basilio da Silva
Product Production Director: Jose Alfredo Sahm
Product Production Assistant: Larissa Teixeira
Assistant Director: Elton Takii
2nd Assistant Director: Priscila Trabulsi
Art Director: Carolina Campos
Art Assistant: Igor Mariwaki
Product Effect Artist: Miranda Gibin
Stylist: Jessica Kelly
Stylist Cris Vianna: Bruno Pimentel
Beauty Artist: Daniele Da Mata (team
Beauty Artist Cris Vianna: Ale de Sousa
Hair Stylist: Welida Souza (team
Cast Producer: Carol Bertelli, Regina Ferreira
Location Producer: Cris Silveira
Post-Production Coordination: Mauro Amar
Finishing Producer: Marcelo Barbosa
Editing: Gabriel Barbosa
Post-Production: The End
Colour Granding: The End
Lyrics/Music: Larissa Luz
Voice: Larissa Luz
Arrangements: André Faria, Murilo Faria
Sound production: Evil Twin Music
Customer Service/Coordination: Juliana Tangary and Carolina Couto
Category: Beauty & Health , Makeup
Genre: Dialogue , Fashion & Beauty , People , Storytelling