Global beauty brand Avon has announced the launch of ‘Embrace Your Power’, a new visual identity, creative approach, and integrated campaign. The refreshed brand positioning was created in partnership with Wunderman Thompson UK and will celebrate Avon’s partnership with it’s female representatives and the brand’s efforts towards gender equality.

The ’Embrace Your Power’ campaign was conceived with the goal to help women realise their full potential. Gender inequality continues to stifle this potential; according to a recent report from the UN, it could take at least 300 years for owner for women to achieve full gender equality and the current rate of progress.

For over 135 years, Avon has advocated for gender equality through its brand representatives, allowing women to achieve financial independence by connecting them to  the beauty community. With Avon’s Impact Pledge, representatives earn at least 20% on each product they sell, enabling each woman to create a better future.

The campaign will highlight how it is easier than ever to shop with Avon, with products available through independent representatives in-person or online. A new brand logo will feature and Avon will return to TV screens for the first time in two years, appearing in the recent series of ITV’s Winter Love Island. The campaign will also appear on social media sites TikTok, Instagram and YouTube.

The ’Embrace Your Power’ campaign launches with a feature from London musician and beatboxer, Hamzaa, who describes how she found her inner power while showcasing Avon’s new Hydramatic Matte lipstick, the world’s first matte lipstick with a hydrating, hyaluronic core. Avon has revealed that the Hydramatic Matte Lipstick currently has the brand’s biggest ever waiting list, with thousands of customers wanting to get their hands on one.

Kristof Neirynck, Global Chief Marketing Officer for Avon, says: “Our ambition was to transform Avon, a global beauty movement with a long and illustrious heritage and we’ve achieved that with the ‘Embrace your Power’ platform. From a refreshed visual identity, to introducing inspirational figures across our TV adverts, social channels, and brochures, all demonstrating how women have realised their inner power”.