Beauty brand Avon has made its mark with a new lip tattoo stain two-in-one product by launching a simultaneous above-the-line, digital and influencer campaign in support.
The #FinishStrong launch campaign has been produced by AllTogetherNow, a partner in The&Partnership, marking the agency’s first beauty launch for Avon since it landed its global corporate digital business earlier this year.
Thrusting a sense of fun and mischievousness to the fore in pursuit of its target audience of 18-30 year olds the campaign depicts a saucy early morning food fight in a greasy spoon café and a game of nocturnal trolley racing on a rooftop car park.
Unifying these disparate settings is a message that the lip application will last ‘wherever the night takes you’.
Stephen Rendu, director of beauty and advertising at Avon, commented: “At Avon we believe makeup should be high performing and fun and AllTogetherNow have really captured this sentiment in this fantastic campaign for Lip Tattoo. We’re excited by the new direction this campaign takes the brand in, and we’re confident this will grab our audience’s attention.”
To further propagate the message social influencers have been briefed to share a night out in reverse on Instagram Stories by puckering their lips at the tail end of a night on the town to demonstrate the staying power of the lip stain.
Avon is a long standing champion against violence directed against women and girls and has done much to raise awareness of breast cancer.