São Paulo, February 2024 - In tune with one of the liveliest times of the year, Avon presents its renewed Power Stay lipstick formula, an improved version to guarantee exceptional comfort during Carnival parties. In partnership with VML Brasil, the brand promises to rock the revelry, paying tribute to the women who shine at this great party. This movement will be publicized through two documentaries and exclusive coverage of Brazil's biggest party with more than 25 influencers from the beauty world.
Created by VML Brasil, the initiatives recognize and value the women who keep the festival alive not only in the festive month, but also throughout the year
Office
- Brazil
This campaign marks the evolution of our beloved Power Stay Lipstick, which is increasingly ultra-technological. In addition to offering a resistance of up to 16 hours, the new formula guarantees more comfort for the lips, high performance, and durability at an affordable price, reinforcing our commitment to the democratization of beauty. This initiative not only celebrates our commitment to the needs of consumers, but as always, we are raising the status of female empowerment through innovative make-up with cutting-edge technology for any occasion, including comfort and power for carnival revelry.
Andrea Echeverri
Make-up director at Avon Brazil
In this movement, Avon is highlighting the experiences of two women who have a special connection with Carnival, highlighting feminine power and the expression of joy and how Avon relates to their empowerment in this journey of feeling even more comfortable to live the party and express their joys and their diverse beauties in the most awaited party in the country. Two films, which will be released this Friday (09), created by VML Brasil and produced by Hefe, tell these stories in a documentary way. Vivi de Assis, a bassist and percussionist from Viradouro, and Juliana Rufino, a percussionist and teacher of xequerê percussion, were chosen to be the brand's emblematic faces during this year's parades.
"Women are on the front line, on postcards, in photographs, and, above all, in the construction of Carnival in Brazil. They're in the sheds, at the sewing machines, in the ice bins with drink cans. They're in the workforce that keeps the festival alive, which in many cases keeps them alive for the rest of the year. Avon's presence at Carnival is related to the empowerment of these women in this journey of feeling even more comfortable with the new formula of Power Stay Liquid Lipstick, to live the party and express their joys and their diverse beauties at the most awaited party in the country," says Roberta Harada, ECD at VML Brasil.
The celebration continues with the exciting participation of renowned influencers such as Lore Improta, Clara Moneke, Camilla de Lucas, Giovana Cordeiro, Heslaine Vieira, Jojo Todynho, Juliana Leme, Carol Mamprin and Camila Pudim. These influencers, in collaboration with Avon and VML, are creating exclusive content throughout February. This content not only boosts the brand's official channels but also offers a unique and privileged coverage of the event on the main digital platforms: Instagram, Facebook and TikTok. This initiative further strengthens the brand's presence, ensuring a memorable association with the emblematic faces that shine on and off the avenue.
Once again, Avon reinforces its commitment to democratizing beauty, providing unforgettable moments and impeccable products so consumers feel confident 24 hours a day.
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