Avon Taps Rankin and The Full Service for its new Fall Winter 18 Campaign
Global beauty brand AVON and London based fashion photographer Rankin have joined creative forces to capture four stunning winter beauty looks, bringing together high-end style with accessible and on trend beauty.
Showcasing AVON’s winter 2018 colour edit, the photo series is comprised of four high fashion looks, shot as unique portraits; the looks, named Molten Metals, Fired Up, Go Galactic and Divine Dream, are inspired by the trends that dominated the AW18 season’s catwalks.
Executed as a highly collaborative process, the partnership both further fuels AVON’s ascent as a leader in trends and the colour category and cements the brand’s position within industry.
Furthering AVON’s mission to democratise beauty and fashion trends for the masses, the series evokes an aspirational style and feel, yet delivers attainable product, bringing AVON’s creative credentials to life.
“I was really inspired by AVON’s mission to democratise beauty and fashiontrends, because for me I really believe in fashion and beauty for all, I don’t believe in it being for a select group of people. I’ve always been more comfortable being a beauty photographer, and I started challenging the beauty norms back in the mid 90s through who we chose to shoot, and I love projects like this that are about making people feel confident
and empowered, and this feels like a really great extension of what I do normally. One of AVON’s objectives is to change the way they react to trends and that was exciting for me, as when we executed this campaign I think I brought an edginess to the aesthetic of it to push the audience a little bit more, and I think the power of it is within that.”
He continues,
‘I’m very much about the audience and AVON’s reach is unbelievable; they’ve been around for 130 years, developing products, empowering women and their ambassadors, and allowing them to become their own entrepreneurs. We talk about in uencers in this world we live in now, and this is something they’ve been doing right from the beginning. AVON’s social media was their AVON Representatives going out and talking to their friends and I think that’s a proper social movement. I’m excited to work with a brand like that because to me, they have such an amazing connection with their audience and there’s an authenticity to it.”
Why did Avon think it was important to curate a Winter Edit for their consumers?
At AVON we believe that beauty and style should be available to everyone and not with a luxe price tag attached. Every day through social media consumers are bombarded with beauty looks, new products and trends to keep up with, it can feel full on and confusing. We pride ourselves at AVON in delivering the trends and products but making them accessible and fun. The Winter Edit is a beautifully shot campaign which is aspirational but with AVON’s help you can achieve easily and at a smart price.
Why Rankin?
It was a simple decision; we wanted to create an on trend beauty campaign that would combine aspirational style with attainable looks and knew Rankin and his team would work their magic. To work alongside someone as iconic as Rankin, and for him to translate our vision was hugely important to us. It was a highly collaborative process and the AVON creative team were able to work with Rankin to create something pretty special. We’re really delighted by the partnership and the four looks.
Defined to communicate the brand’s personality alongside the ability to curate a current, strong collection of product, the four looks show self-expression and creativity effectively.
Avon teams up with The Full Service to amp up the attitude with inspirational new beauty films.
CAMPAIGN TITLE: AVON
CLIENT: AVON
ADVERTISING AGENCY: THE FULL SERVICE
DIRECTOR: RANKIN
CREATIVE DIRECTOR: RUSSELL WEAVER
CREATIVE: JULIA SALOTTI
PRODUCER: JOSHUA PARSONS
PRODUCTION COMPANY: RANKIN PHOTOGRAPHY
PHOTOGRAPHER: RANKIN
PRODUCTION DESIGNERS:
DOP: MARCUS DOMLEO
HAIR: NICK IRWIN
HAIR ASSISTANT: LINUS JOHANSSON
HAIR ASSISTANT: ELLIE BOND
MAKEUP: MARCO ANTONIO
MAKEUP ASSISTANT: MASSAMI
MAKEUP ASSISTANT: DOROTA
MAKEUP ASSISTANT: CECI
MANICURIST: JESS THOMPSON
MANICURIST ASSITANT: KEZIAH
STYLIST: KIM HOWELLS
STYLING ASSISTANT: EMI PAPANIKOLA
STYLING ASSISTANT: CHANTAL DES VIGNES
MODELS:
ELLEN @ PROFILE
MAISIE @ PROFILE
LEILLI @ NEVS
MARIA @ THE HIVE
BACKGROUND TALENT:
BLUEBELL @ PROFILE
EMILY @ IMM
ELINA @ PROFILE
BEVERLEY @ ZONE
ELEANOR @ PROFILE
PARIS @ PROFILE
OLIVER @ PROFILE
YEMI @ PROFILE
KYLE @ PROFILE
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