Avon came to us with a brief for the launch of a product, unusual for our part of the world. a new foundation with all of 15 shades, in a market where foundations tend to come out in a series of 3 to 5 shades tops.
a problem everyone who wears make-up has had is that foundation never seems to match their skin tone perfectly. many women have to buy two or more foundations and mix them by themselves, which takes time and can get messy. we saw a similarity between this and the way artists mix their paints before applying them to their canvas. make-up is, after all, an art form.
to showcase the variety of shades, we held the first-ever art exhibition, composed entirely of portraits, painted with foundation. we commissioned 10 portraits of local celebrities, influencers, and regular people and held a grand opening. we got some great media coverage from Elle and local influencers, gained traction from their Instagram stories and reached an estimated 110 700 people - a scalable achievement for the market.