THE WHAT? After challenging influencers in Argentina and Chile to compete for a chance to win a trip to the Avon Innovation Centre in New York, Avon is poised to deliver the prize according to a report published by Direct Selling News.
THE DETAILS Some 60 beauty and lifestyle influencers were invited to a day of make-up workshops with the region’s best make-up artists, before being given a selection of products for them to create content around. To be in with a chance of scooping the prize, the influencers were asked to create at least two looks, using at least five products a piece and a step-by-step make-up tutorial.
Winners were hand-picked by a specialist jury, with eight singled out to attend the tour this month.
THE WHY? The awards were conceived to open up the Avon brand to new audiences – with influencers engaging their following over the coming weeks.
“Avon is a social selling business with millions of beauty entrepreneurs all over the world. We aren’t bound to an expensive retail infrastructure and that means we can invest in our product innovation. By engaging these modern experts and encouraging them to share their creativity and experience of using Avon with their audience, we hope to deliver significant value for the brand by building brand awareness but also credibility and authority as the quality of our products is demonstrated,” Axel Gegenschatz, Group Vice President and of the South Market Group, told Direct Selling News.