São Paulo, August, 2024 - Avon, a pioneer in cosmetics technology and innovation for over 138 years and the market leader in facial care in Brazil, has just launched the "Duel of Icons" campaign, which highlights two innovative Renew products: the new Hyaluronic Acid moisturizer and the improved version of the Vitamin C moisturizer. The campaign, developed by VML Brazil, features Mari Gonzalez and Nicole Bahls as protagonists, in a creative approach where the two former rivals celebrate the importance of both ingredients for skincare.
The "Duel of Icons" campaign is structured in three distinct phases, focusing on digital platforms. In the first phase, individual videos feature Mari and Nicole giving tips about the active ingredients they represent, filled with references to popular memes about the two on the internet, including their now-overcome rivalry from their "panicat" days.
The second phase features a hero video with both influencers, revealing the products and their characteristics. The third phase includes additional videos highlighting textures and a fun "battle" between the products, inspired by TikTok trends.
"With Renew's 'Duel of Icons,' we want to show how two major skincare icons reflect our commitment to always offering innovative and technological products at an accessible price. Both the Avon Renew Antioxidant Facial Cream Moisturizer and the Avon Renew Plumping Facial Gel Cream have their unique functions and specific benefits, but together they form an unbeatable duo in skincare," says Valéria Campos, Marketing Manager for Body and Face Care at Avon Brazil.
The campaign also includes a content plan with posts detailing the products' benefits and partnerships with other beauty influencers, such as Joyce Kitamura, ABC da Pele, and Bruno Gomes.
"Our creative approach for 'Duel of Icons' sought to unite the power of the ingredients with the captivating and irreverent personalities of these 'former rivals': Mari and Nicole. We leveraged viral trends and popular memes to create an authentic connection with people, making the message about skincare more accessible and fun," explains Roberta Harada, Executive Creative Director at VML Brazil.
