Avon Phillipines challenges measurement and age norms in newest 90-second spot
Avon has teamed up with MullenLowe MARC to challenge size and age standards on the runway
A few years ago, Avon Philippines made a crucial decision to be more inclusive. In the following years, the brand questioned the size and age standards on the catwalk. Her fashion shows also included open queer models.
The brand even paved the way for the debut of Olympian Hidilyn Diaz as a lingerie model. This year, the country's underwear brand is taking another step forward with a short video that shows no body make-up, no post-production cosmetics, and – seen in the industry as rare – no professional models.
The 90 second commercial "The Nude Normal" by MullenLowe MARC shows Avon's naked underwear, which is worn over different skin tones and body sizes. In true TikTok fashion, the videos were recorded at home with minimal setup. However, what impressed the audience the most was the casting.
"We want our audience to see the product as it imagines," said Niqui Leong, Associate Category Manager at Intimate Apparel. "So we have regular Avon users and just let them have fun in front of their cameras."
Ayn Bernos, seen in the video, was pleased that she didn't have to fast or exercise to see the part.
"If you feel good and comfortable inside, you radiate self-confidence and a lot of momentum on the outside," enthused Say Tioco, an advocate of body positivity and one of the video talents.
Just a day after its release, the video generated over half a million views online. The original post continues to trigger responses on the Avon Facebook page. Click here for more information on #NudeNormal and other Avon initiatives.
