Avon named as one of Brazil’s Top 10
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Top Brazilian marketing magazine, Meio & Mensagem, has named Avon as one of the top 10 Most Creative Brands of 2019. Avon is joined on the list by world-class brands including Burger King, McDonald’s, Fiat, Heineken and Nike.
The business was praised by Meio & Mensagem, one of the country’s leading business publications, for how it connected with the public, with personality and innovation, throughout the year.
Several highlights from 2019 were lauded by the judging panel, including a series of campaigns which championed female sporting stars and celebrated their achievements. From sponsoring the Flamengo Regatta Club in Rio de Janeiro, to featuring Brazilian female footballer Marta Vieira da Silva in its lipstick campaign, Avon’s work celebrated female strength, talent, empowerment and freedom. Marta – the highest scorer in the history of the World Cup – was pictured wearing Avon’s Power Stay Liquid Lip Colour in the competition. The image jump-started the launch of Power Stay lipstick in Brazil last summer.
Avon was also recognised for its creativity in finding and using new platforms to communicate with and market to customers in a digital age.
The business selected brand ambassador Vivi Guedes, a blogger character played by Brazilian actress Paolla Oliveira, to showcase its products in an innovative new marketing approach. Through the popular soap opera and on Instagram, both the character and the actress were able to drive Avon’s brand messages.
Using cutting edge machine learning and artificial intelligence, Avon used the Genius Algorithm to process thousands of online consumer comments, which enabled the business to define and rank social media’s most desired lash benefits. This unprecedented level of consumer insight coupled with Avon’s renowned R&D expertise meant that True 5-in-1 Lash Genius Mascara delivered the top five benefits wanted in a mascara: volume, length, lift, definition and dramatic black colour with no trade offs.
Danielle Bibas, Vice President Brand Marketing, Brazil, said: “We are so proud to be listed in the top 10 most creative brands, among some of the biggest and best brands in the world. Meio & Mensagem is a highly respected title so this is a huge achievement. This year our focus will be on business growth and brand building. We are opening Avon up to new approaches, technology and ways of working, and it’s a very exciting time for the business so watch this space for more creativity in 2020.”