Building a community around real beauty values
Featured example: Avana
Keywords: strategy, research, web, magazines, beauty
Avana was an ambitious entrant in to the ‘non-invasive cosmetic surgery’ sector. Our deep research showed that many women were alienated by images of fake beauty. Could we use real women to promote a cosmetics clinic…and publicly promise never to retouch them? We could and did. The results were compelling and garnered a committed customer community which was invited to discuss the beauty myth on Avana’s website (which we also produced).
-
Authenticity in beauty? We went there.
Based on solid research insights that showed women were frustrated by their depiction in media, Avana bravely agreed to and published a promise to use real customers of a variety of ages with absolutely no retouching.
We think the way women are portrayed by the beauty industry is an important issue for debate. To read more, visit our blog here and here.
