The beauty brand Avon, belonging to the Natura group, is embarking on a process of transformation and repositioning as a technology company for women’s health. Within the framework of this strategy, it has promoted various research and development initiatives, including the adoption of 3D skin bioprinting for product testing. And that same skin has become an advertising medium to communicate the company’s progress.
The brand ensures that the material is capable of reproducing the effects of menopause
Together with VML Brasil, it has launched the “Meno Skin” campaign, the objective of which is to publicize that the company has managed to create what it presents as the first bioprinted skin created in a laboratory capable of accurately reproducing the effects of menopause. The new material simulates transformations such as loss of collagen, decreased density or intense dryness of the skin.
Through it, the brand aspires to open a new front of research on the aging of female skin, as well as to promote the democratization of science and position itself at the forefront of cosmetic research.
This is a path that Natura took several years ago, when in 2019 it promoted an agreement with the University of Sao Paulo to investigate the potential of 3D bioprinting.
Her progress in the matter is now the protagonist of a campaign that seeks to raise awareness about the needs of women during menopause and perimenopause. To this end, it has created a piece of outdoor advertising that includes a fragment of laboratory-grown skin, on which the slogan “Your skin is not an experiment. Ours is.” It is shown on an interactive mupi that has a built-in magnifying lens to be able to observe both the message and the skin.
According to the agency and the brand, the material has been developed with cells from Brazilian women and allows mapping the mechanisms of the skin during menopause, which would help guarantee the effectiveness of the active ingredients and formulas without carrying out tests on animals.
“For those who don’t know, the skin undergoes radical changes due to hormonal changes. So we literally “reconstructed” a menopausal woman’s skin in the lab to understand, at a cellular level, what she really needs.“said Tatiana Moraes de Oliveira Ponce, Director of Marketing, Research and Development at Avon, through LinkedIn. “Avon is the ‘femtech’ we believe in because it combines cutting-edge technology to solve real problems that, for a long time, the market pretended did not exist.”.
The campaign, which includes additional digital content about the brand’s innovation processes, highlights the company’s advances by bringing them to the center of communication. “Here we break the barrier between the laboratory and communication. If technology was capable of bioprinting menopausal skin for women’s care, our mission was to transform this achievement into a manifesto that honors the path of women.”, explained Eduardo Marques, Creative Director of VML Brazil, according to B9.
“Avon has always been about understanding women. Now, we are learning to understand biology at a whole new level. This is not just a technological advance. It is a change in our way of innovating” commented Manuel Rios Krauss, Head of Innovation at Natura, through LinkedIn. “This is how von returns to his essence: at the intersection of science, technology and real needs. From isolated products to a comprehensive biological understanding. From assertions to evidence. From category to systems”.
