The Last Make-Up - Avon | Clapboard Ad Archive

Avon’s 2019 Costa Rica campaign The Last Make-Up, crafted by Havas, confronts violence against women through a symbolic narrative that transcends traditional beauty advertising to deliver a socially urgent message. Strategically launched during the country’s marquee soccer event, The Classic match between Saprissa and Alajuela, the campaign leverages a moment when aggression towards women escalates due to alcohol and entrenched male chauvinism, positioning Avon as a purpose-driven brand that stands for more than cosmetics. The film uses the act of applying make-up not as a product demonstration but as a metaphor for the final moments in the lives of women affected by domestic violence, a concept that situates Avon within the cultural conversation around the #NiUnaMenos movement demanding an end to gender-based violence. This approach aligns with what Clapboard’s taxonomy identifies as FORMAT#3—Symbolize the Problem—where the issue is represented through analogy rather than direct depiction or solution framing. By sidestepping explicit imagery of violence, the campaign invites viewers to engage emotionally with the problem’s gravity and its social context without alienation or sensationalism. The timing of the broadcast during a key sporting event underscores the campaign’s strategic understanding of cultural dynamics and audience behaviors, amplifying its resonance and social media engagement. Avon’s choice to foreground social advocacy over product benefits challenges the conventions of beauty marketing, reinforcing a brand identity that supports women’s empowerment and community awareness. The campaign’s narrative, visual restraint, and cultural alignment culminate in a message that is both poignant and mobilizing, contributing to a broader dialogue on respect and safety for women in Costa Rica. Clapboard rates this campaign 64/100. This campaign matters to the industry because it demonstrates how beauty brands can harness cultural moments and symbolic storytelling to engage with critical social issues in ways that elevate brand purpose without compromising creative integrity.