Avon recruits ‘real’ women for #MorningFace campaign


Campaign supports launch of the brand’s new colour cosmetics range True, which is designed to help women reclaim time in the morning

Kathryn Biggin, 31, from London is one of the women recruited in Avon's ad

Avon has released a campaign to promote the launch of its new colour cosmetics collection, called True.

The campaign, which uses the hashtag #MorningFace, was devised around the fact that women Avon spoke to said they do not like how they look in the morning and therefore spend time applying make-up.

The new Avon collection aims to provide a solution for these time-poor consumers by giving them products that can help them feel more confident in five minutes or less.

Starring in the campaign are a number of ‘real’ women, who Avon recruited via social engagement after asking followers to share a photo of their ‘morning face’. The campaign generated a reach of 866,177.

In the end, 25 women were shortlisted and four were chosen to star in the video after a casting session.

One of the cast, Alison Stuart, 33, a midwife from Scotland, said: “I was shocked but really flattered to be selected for the advert casting. I have a three-year-old, which means I rely on my make-up in the morning to get me ready for work but also that I often struggle to find the time to do it properly.

“For me, the idea of being able to do my make-up in five minutes of less, with good quality yet affordable products, is amazing.”

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The ads were created by digital agency VCCP Kin and will run on TV, online and via video-on-demand from 8-28 September.