Avon is cranking up its Smarter Beauty campaign by comparing its products to MAC’s.
The latest ad compares a range of its products, costing £24, to those from MAC Cosmetics, which would set back consumers £156.
This is the second Estée Lauder Companies brand the colour cosmetics company has targeted.
The first was in a TV ad, in which it compared its own-brand lipstick at £5.50 to Clinique’s £17 counterpart.
Make-up artist Dani Guinsberg, who created the campaign look using the bags products, said: “I have always believed that people don’t need to spend a fortune on make-up to get great quality and on trend products and this campaign is proof.”
The brand uses the tag line ‘We believe premium beauty doesn’t have to come with a big price tag. There is a better option, a smarter option. Avon’.
The make-up products in the latest comparison include Avon’s True Colour Eyeshadow Quad, True Colour Wide Awake Mascara, True Colour Glimmerstick Eyeliner, Mark. Loose Powder Foundation, Mark. Nude Matte Cream Concealer, True Colour Glimmerstick Lip Liner and True Colour Lipstick.
Avon’s initiative aims to help consumers be ‘smarter’ with the money they spend on beauty products; it says that women on average spend £22,000 on make-up products in their lifetime.
