Avon | Luminous Velvet digital campaign

As a part of the Avon team as a senior creative copywriter, conceiving and developing digital projects for Avon Global, I developed the entire global digital campaign for the launch of Luminous Velvet lipstick, producing assets and a full guide for other markets (such as the UK, Italy, Germany, Spain, Argentina, Russia, Mexico, Bosnia Herzegovina, Serbia, Philippines and more), which not only features a full range of assets for digital platforms, but also has a full guide on hashtags (for branding and reach) and creative ideas focused on generating conversation and engagement for each proprietary channel.

The information related to strategy can’t be disclosed.


A twist on the film for IGTV, where the scenes freeze and the consumer can see the lipstick claims as supers in the style of an opening/introduction of a tv series segment. This is focused on a millennial audience, who, in fact, consume this kind of content on mobile and is very much interested in new platforms, such as IGTV.

Fun format to incite engagement and stress the behaviour side of the message (the classic with a twist). In this, we made a twist on the brochure cover and adapted it for the Avon True Luminous Velvet campaign.

Publication: 2018
Role: Copywriter/Social Media Expert
Creative partnersVic Di Lorenzo & Ligia Murakawa
Agency: JWT & Mutato

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