Case study


Our powerful Reverse Make-Up Tutorial for Avon turned a popular concept on its head to drive home the seriousness of verbal, appearance-based abuse.

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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.

You Look.

•  4.7m social media impressions

•  150 pieces of editorial coverage

You Care.

•  28% increase in number of visits* to NO MORE’s online global directory of organisations that can help victims of abuse (*week the campaign went live vs the seven-week period prior)

•  136.6k social engagements

•  Campaign posts generated the highest engagement across NO MORE’s channels during the 16 days of Activism Against GBV period.

  • FINALIST - Brand Film Awards 2024 - Progressive Social Change (awaiting results)
  • FINALIST - PRCA Digital Awards 2024 - Best Use of Video in a Campaign (awaiting results)
  • FINALIST - PRmoment Awards 2024 - Best Use of Creativity - Consumer (awaiting results)
  • FINALIST - PRmoment Awards 2024 - Best Use of Content (awaiting results)
  • FINALIST - PRmoment Awards 2024 - Sustainability/ Purpose Campaign of the Year - over £50k (awaiting results)
  • FINALIST - PR Week Global Awards 2024 - Global Content (awaiting results)
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