Created for Avon as part of the brand’s support of the UN’s 16 Day of Activism Against Gender-Based Violence, the video features a happy and confident woman who, instead of showcasing make-up techniques, is slowly stripped of her make up by an abusive perpetrator and becomes increasingly distressed.

Viewers are directed to global NGO, The NO MORE Foundation for further help (who we also worked with for insights and guidance when creating the campaign).

We focussed on the make-up tutorial concept because this was authentic to the Avon brand and also a universally understood concept that would resonate across Avon’s diverse international markets and their cultures.

The video was launched on Avon Worldwide’s digital and social channels and supported with media outreach in seven Avon markets, including the results of international research into abuse and coercive control featuring the views of over 7,000 women.