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Beauty brand Avon has made its mark with a new lip tattoo stain two-in-one product by launching a simultaneous above-the-line, digital and influencer campaign in support.

The #FinishStrong launch campaign has been produced by AllTogetherNow, a partner in The&Partnership, marking the agency’s first beauty launch for Avon since it landed its global corporate digital business earlier this year.

Thrusting a sense of fun and mischievousness to the fore in pursuit of its target audience of 18-30 year olds the campaign depicts a saucy early morning food fight in a greasy spoon café and a game of nocturnal trolley racing on a rooftop car park.

Unifying these disparate settings is a message that the lip application will last ‘wherever the night takes you’.

Stephen Rendu, director of beauty and advertising at Avon, commented: “At Avon we believe makeup should be high performing and fun and AllTogetherNow have really captured this sentiment in this fantastic campaign for Lip Tattoo. We’re excited by the new direction this campaign takes the brand in, and we’re confident this will grab our audience’s attention.”

To further propagate the message social influencers have been briefed to share a night out in reverse on Instagram Stories by puckering their lips at the tail end of a night on the town to demonstrate the staying power of the lip stain.

Avon is a long standing champion against violence directed against women and girls and has done much to raise awareness of breast cancer.

: 'Avon Lip Tatoo'

Date: October 2018
The #FinishStrong campaign marks AllTogetherNow’s first beauty launch for Avon, after the agency picked up the global corporate digital business for the beauty giant earlier this year.
The creative, led by Creative Director Sam Willard, explores new territories for the Avon brand with scenes of fun and mischievousness – aiming to grab the attention of mark’s 18-30 year-old target audience. From an early morning food fight in a London café, to late night trolley-racing in a rooftop car park – the two ads aim to challenge the norms of beauty advertising.
The driving message of the campaign is that the product is designed to last “wherever the night takes you” – making it perfect for day-to-night-time use.
Brand: Avon
Emma Carvell, Senior Associate Planner
Emily Lewis, Social Marketing Lead
Creative Agency: AllTogetherNow
Managing Director: Steve Parker
CD: Sam Willard
Creatives: Hayley Hammond, Jane Reader, Jo Griffin, Fran Liu
Designers: Sean McCarthy, Stuart Foy
Head of Planning: Mike Phillips
Planner: Isabel Day
Head of Art Buying: Emma Modler
Senior Producer: Ben Murray
Client Services Director: Jason Andrews
Account Director: Jessica Bailey
Account Exec: Nikita Spice
Media Agency: M/Six
Business Director: Tom Sutton
Account Manager: Sam Parker
Production Company: Alumina
Producers: Miles Wilkes & Rhys Evans
Directors: Courtney Phillips, Oliver Briginshaw & Olly Ginelli
Director of Photography: Dan Stafford-Clark & Phil Thomas
Head of Post:  
Photographer: Julia Kennedy
Editing: tenthree
Editor: Amanda Jenkins
Post House: Raised by Wolves
Grader: Vic Parker
Audio: Scramble
Music: The Elements Music
Composer: Andy Carroll
Tags: UK