Avon has launched a campaign in the Philippines called “Welcome to the Nude Normal!”, which pitches the brand’s intimate apparel. What’s different about the campaign, other than the eye-catching title, is the use of “normal” women and not the standard ideal often promoted by apparel brands.
As part of the campaign, there is a 90-second spot from MullenLowe MARC featuring Avon apparel worn across various skin tones and body sizes shot at home with minimal setup.
According to Avon: ‘What is essential in our new normal? We invite you to find support and comfort in new and practical ways in these challenging times.”
On Facebook, the campaign has been widely embraced for celebrating women of all body types.
There is also an influencer component in the pitch with Say Tioco posting about the Avon line of products.
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“What is essential is not always seen.” My wardrobe is built on a foundation of good nude bras from @avonph. They’re comfy, reliable, and super versatile! ♥️ The AVON Charlene Underwire SEAMLESS Bra is definitely my favorite with its seamless texture and perfect fit, no lines even when you wear tight fitting tops!!! Its perfect nude shade blends perfectly with WHITE outfits! Find your perfect pair in this #NudeNormal when you sign in to AvonEasy at avon.ph! Get up to 30% off on selected designs this July! #saytioco
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