Consumer PR, Content & Social, Influencer Marketing
Helping Avon tackle the issues that hold women back from reaching their full potential.
Avon tasked us with launching their global initiative Stand4her, which aims to improve the lives of 100 million women each year, to a consumer audience in the UK.
Research to launch the campaign showed that 40% of British women do not feel represented by the models they see featured in beauty campaigns – prompting Avon UK to look at the women that feature in its own campaigns.
Over 100 pieces of fully branded coverage that were 100% positive in tone
To kick start the initiative in the UK, Avon joined forces with Changing Faces, becoming the first UK beauty brand to sign the charity’s pledge to represent more people with a visible difference in their campaigns over the next year.
We unveiled the beauty giant’s first ever model with a visible difference, Catrin Pugh, who suffered 96% burns in a coach accident six years ago. Catrin joined a host of other models who have challenged beauty norms in recent years, including Love Island star Megan Barton-Hanson and beauty blogger Candice Braithwaite to front Avon’s campaign.
Launching ahead of International Women’s Day 2019, we secured over 100 pieces of fully branded coverage that were 100% positive in tone and featured key messaging around the launch of the Stand4her campaign. More than 70% of pieces included Avon in the headline and helped to position Avon as one of the driving forces for creating new opportunities for British women.
Coverage included 32 pieces in national newspapers and 37 broadcast pieces including Sky News Sunrise, with a total reach of over 1.4 billion.
Our work launching Stand4her with Avon was recognised in PR Week’s ‘Five Campaigns We Liked In March’ list.
We are extremely proud to say the Avon Stand4her campaign won! Take a look at the competition here: https://www.prweek.com/article/1580254/five-campaigns-liked-march-vote-favourite