Avon
Em parceria com
Pharus
2019—2020
Manifesto e Estratégia
A aquisição da Avon pela Natura & Co. significou uma repaginada na marca — inclusive nas marcas de seus produtos de perfumaria.
Participei nesse processo com a redação de essências, posicionamentos, propósitos, conceitos e taglines para uma série de perfumes da Avon e seus flankers. Herstory, Black Suede, Attraction, Segno, Luck e Little Black Dress: todos os conteúdos criados e redigidos em inglês.
Avon Attraction
BRAND CONCEPT
What happens between the two of us
makes everything move.
Your scent rushes through my veins
until I gravitate back to you.
The electricity in my touch
sparks the desire in your look.
We are like opposite poles, combining souls
irreversibly colliding,
savouring the insatiable feeling
of a perfect match.
There's nothing like this.
There's no one like the two of us.
Avon Attraction
Nothing Compares to Attraction
BRAND ESSENCE
No one like the two of us
Attraction is different for different couples. The connection between two people is as unmatched as each of them are individually. What they create together is like nothing else.
FLANKER BRAND CONCEPT
A spark burns and tingles
when your skin brushes against mine.
The electric chills
chase your fingertips down my spine.
Your lips pulse
warm and soft and glowing
in the back of my eye.
The irreparable sensation
of delightful surrender –
it emanates from every inch of you and me.
I feel it every time.
Avon Attraction Sensation
Give in to Attraction
Avon
Little Black Dress
Every day is a new day.
A new task. A new experience. A new surprise.
Whatever the occasion, whatever the challenge,
I’m always ready.
In a little black dress.
A LBD flatters who I am.
It fits my attitude.
It goes with everything.
Every dinner, every night out,
every word that comes out of my mouth.
Simple:
when I wear a little black dress
I'm actually wearing something far more precious.
My personality. My voice. My dreams.
It gives me what I need to get out there,
fierce and unwavering.
To stand tall before the world and ask:
what have you got for me today?
Avon Little Black Dress
Always Ready
Always ready.
Whatever the occasion, whatever the challenge.
Shining through my real self is my greatest weapon.
For confidence, for elegance, for powering who I am.
My Little Black Dress
FLANKER BRANDS CENTRAL CONCEPT
Life is full of challenges.
I am ready for all of them.
There is always a virtue I can use.
A stance I can wear.
An attitude I can scent.
Whatever I feel like showing the world,
my little black dress makes it stand out.
It is an open space
for being in fashion by being myself.
Whatever the trend, whatever the season.
My LBD is a canvas.
What’s in it makes it outstanding.
My Little Black Dress
As I Am
FLANKERS' ESSENCE
As I Am.
My little black dress brings me freedom to be.
So I can use the universe of fashion and trends
to show through and embrace who I am.
BRAND CONCEPT
BRAND ESSENCE
Avon Luck
The setting. The people. The precise minute.
Everything is just right.
There’s this energy in the air, warmth in the voices
and undivided presence in the eyes.
Everything glows, everything is in sync.
And it couldn't be more real. Call it luck.
Luck to enjoy the privilege
of being in the right place, at the right time.
To witness the birth of a special moment
and to be instantly immersed in it.
Luck to share the most celebrated of odds
with the ones you cherish most.
Spontaneity is a gift.
Embrace it. And luck will find you.
Avon Luck
A Chance to Celebrate
FLANKER BRAND CONCEPT
Avon Herstory
Every day, everything that matters to me moves even further because I am leading each front in my life forward.
Thanks to one basic commitment: my loyalty to myself. To trusting my feelings, to listening to my desires. To recognising the needs that make me who I am.
This is how I leave my mark, everywhere I go. At home, at work, with friends and family.
After all, the one thing everything in my life has in common is that I make it all happen. I am writing my own story.
The truth is: I must always care for myself first
to make a real difference in the world.
Avon Herstory Me First
What I love?
I love the confidence that there's no one else I'd rather be.
I love to feel whole and nurture my relations
with everyone around me.
I love how everything smoothly falls into place because I’ve come to terms with who I am, on the inside and the outside.
I love to know that I'm doing the right thing
for my self, body and mind.
I love to learn more about who I am each and every day.
I love the freedom to write my own story in my own words.
In the end, the one love that is perpetually essential
is the love for myself.
Avon Herstory I Love Me