To redefine beauty market inclusivity, our team at Mutato and Avon launched a BB Cream as the most accessible product in their color line. Our groundbreaking cast featured transgenders, gender fluids, lesbians, androgynous individuals, and a bearded gay man, led by Brazilian queer icon Elke Maravilha.
This campaign revolutionized beauty advertising and marked Avon Brazil’s first fully digital campaign, achieving TV-like engagement with 700MM impacts, 86MM views, and 75 media articles. It sparked nationwide discussions and delivered the best sales for ColorTrend in four years.
We presented this success at SXSW 2017, highlighting why diversity sells and brands' role in fostering equality.
phase one
Construct a traditional campaign with traditional models and disrupt this concept by introducing Elke Maravilha at the end.
phase two
Rework the first video to feature the most diverse cast ever seen in a beauty advertisement at the time, highlighting that Avon is for everyone.
To continue building the message, we’ve developed assets that deliver product qualities and content arguments about LGBTQIAPN+ visibility.
Role: concept and art director ✦ Year: 2016 ✦ Mutato