Avon recruits ‘real’ women for #MorningFace campaign

Published: 8-Sep-2016

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


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.”

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

You may also like