Gifts That Bring Out Their Sparkle
Avon, Christmas 2025
I led the copy for Avon's 2025 Christmas campaign, developing the concept and writing all sorts, including the manifesto tagline, messaging hierarchy, brand film scripts, brochure copy, activation copy and social media copy. Working alongside Art Director virtuosa, Dionne Hélène, this project was a dream to bring to fruition.
Take a look at the goods below.
The challenge
Position Avon as the go-to destination for meaningful, affordable Christmas gifting, convincing loyal customers to choose Avon over other brands their giftee likes, rooted in Avon’s point of difference: connections. The campaign needed to challenge perceptions, drive relevance, and work as an all-year-round gifting concept adaptable to other seasonal moments like Valentine's Day and Mother's Day.
The approach
We reframed Avon as not “just beauty,” but as a brand that creates genuine moments of connection through thoughtful, accessible gifting. The manifesto set the emotional tone. The tagline, a nod to the season’s limited-edition fragrance, Sparkle, sought to make it memorable and ownable. I built a messaging hierarchy that flexed across touchpoints while staying cohesive—warm, confident and distinctly Avon.
The outcome
The campaign successfully repositioned Avon as a credible gifting destination during the most competitive retail period of the year and set the tone for all year-round gifting campaigns to follow.
