Marta Tratada 3840x2160

Our Work

Marta's lipstick

The greatest soccer player in the world wore Avon's lipstick during the Women's World Cup.

Cliente

  • Avon

Office

  • Sao Paulo

Challenge

A woman wearing lipstick to play soccer brought to light the issue of sexism in Brazil – a country that loves soccer but is very critical when women are on the field, even seeming to be bothered by their lipstick.

But Marta Vieira da Silva – one of the world’s top women players – became even more empowered by playing with lipstick on. During the Women’s World Cup, Marta scored the goal that made her the top scorer in the world, again while wearing Avon lipstick. She then gave the most emotional public speech of her life on women’s empowerment.

Inspiration

All beauty brands in the world have long-lasting lipstick, even Avon. It’s the most loved and desired makeup item worn by Brazilian women – so of course, most of the women in Brazil already have it as part of their makeup kit.

But even though some brands offer long-lasting lipstick – they don’t deliver on the promise. If we could prove that long-lasting lipstick could really remain intact even after a soccer match, with the running and the sweat, then we would could elevate long-lasting lipstick to another level.

Idea

Avon launched Power Stay, its new long-lasting lipstick that stays on for up to 16 hours. It was also a perfect coincidence that the Women's World Cup was happening at the same time. The brand had already worked with Marta during the Men’s World Cup, and decided it was the right time for another partnership with the world’s greatest female soccer player. This time, Avon teamed up with her to play all her matches during the Cup while wearing Avon’s new lipstick.

It also ended up bringing to light some deep-rooted social issues in Brazil.

Growth

The engagement and impact of the campaign is such that Avon developed an added collection of products for the Power Stay line and the brand will sponsor more female athletes for the 2021 Olympic Games.

It’s happening because a single lipstick upended the market and transformed the entire sports sector – and the results keep growing.

At the end of the World Cup, internet users all over the world were talking about Marta’s lipstick. Top media outlets around the world were, too, including: The Mirror (UK), The New York Times, New Yorker, Vogue, Marie Claire, The Huffington Post, Le Monde, The Guardian, Forbes, CNN, BBC, ESPN, Glamour, and many others.

AVON CASE MARTA final

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