Avon and VML created an ad where the skin itself becomes proof of Avon's scientific commitment to women's health.

This unprecedented initiative on the world's first 3D bioprinted menopausal skin transforms scientific advancement into a powerful manifesto. It boldly redefines media, placing women's perimenopause and menopause journeys at the forefront of innovation and conversation where the medium becomes the message. 

PR Proceso Menos Skin v2
The partnership between VML and Avon has always been driven by boldness, but here we broke the barrier between the lab and communication. If the technology was capable of bioprinting menopausal skin to care for women, our mission was to turn this achievement into a manifesto that honors the female journey.

Eduardo Marques

CCO of VML Brazil

The journey through perimenopause and menopause often remains shrouded in silence, leaving millions of women feeling unseen and underserved by products that treat their bodies as mere experiments. The challenge was to shatter this invisibility, transforming a critical scientific breakthrough into a powerful, public manifesto. VML and Avon aimed to elevate the conversation around women's health, ensuring that science, not women, bears the burden of testing, and to boldly position Avon as a pioneering femtech brand.

The genesis of this groundbreaking campaign lay in a revolutionary scientific achievement: the creation of the world's first 3D bioprinted menopausal skin. Developed using cells from Brazilian women, this technological marvel allows for precise mapping of skin mechanisms during perimenopause and menopause, ensuring unparalleled efficacy in formulas without animal testing. This breakthrough ignited the powerful insight: "Your skin is not a test. Ours is." It was the perfect fusion of Avon's 140-year legacy with cutting-edge femtech innovation, inspiring a bold communication strategy.

VML's audacious idea, "The Skin Ad," literally broke new ground. We took the scientific marvel of the 3D bioprinted menopausal skin and transformed it into an unprecedented media canvas. By printing the campaign's powerful message, "Your skin is not a test. Ours is," directly onto this living, breathing scientific achievement, we created an interactive OOH experience that was impossible to ignore. This simple yet revolutionary act made a complex scientific breakthrough tangible and emotional, challenging industry norms and turning a lab discovery into a public, powerful manifesto for women's health.

The "Skin Ad" campaign achieved profound impact, successfully pulling perimenopause and menopause out of the shadows and into the global spotlight. It not only showcased Avon's unparalleled commitment to scientific precision in women's health but also cemented its position as a technological, bold femtech ally. By transforming a scientific milestone into a public communication piece, the initiative ignited widespread conversation, expanding the reach of critical discussions around menopause and skin health, and reinforcing Avon's role in driving meaningful change for women worldwide.

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