The Reverse Make-Up Tutorial

The Reverse Make-Up Tutorial flips the typical makeup tutorial concept. Instead of featuring confident women applying makeup, the film depicts a man forcefully removing it. Produced for Avon in collaboration with NO MORE to bolster the UN's 16 Days of Activism against Gender-Based Violence, the poignant campaign seeks to raise awareness about coercive control and shed light on verbal and appearance-based abuse.

Avon firmly believes that a world that empowers women is a better world for everyone, as part of this belief and their dedication to putting an end to violence against women and girls. Avon has donated over US$91 million to this cause, supporting nearly 15 million women worldwide. Their ongoing commitment involves impactful campaign activities that align with the United Nations' annual 16 Days of Activism against Gender-Based Violence.

For our 2023 campaign, we leveraged years of meaningful campaign initiatives. We introduced a compelling creative concept designed to capture people's attention, stimulate discussions about the different forms of abuse, and highlight ways to prevent it. This creative also aims to guide those needing assistance, aiming to drive positive change and support the progress of women.