Avon's Reverse Make-Up Tutorial

Client: Avon

Avon’s Reverse Make-Up Tutorial featured a happy and confident woman, who instead of showcasing make-up techniques, is slowly stripped of her make-up by an aggressive partner.

Created for Avon to support the UN’s 16 Days of Activism against Gender-Based Violence, the emotive content revealed the seriousness of verbal, appearance-based abuse. By turning the popular make-up tutorial concept on its head in a way that was credible for Avon, we delivered masses of media coverage and social engagement on an important issue - leading to a 28% increase in visits to sources of help for victims of abuse.