Lov I U Connected

However far apart,
stay connected…

The challenge

AVON operates in over 100 countries through
a direct-selling model that gives it unmatched reach
in emerging markets. Within that footprint, the Lov|U franchise needed a new flanker built around a specific emotional territory: the small gestures of love that keep couples connected even when apart.

The brief called for a launch that would lead Valentine's Day gifting across key markets in EMEA and LATAM, across more than 50 countries simultaneously. The creative had to differentiate from a saturated competitive set (Boticário, Jafra, Faberlic), position the line as younger
and bolder than its TTA sibling, and hit $10M in Year 1 global sales.

Target: women 25–34, Confidence Seekers.
Insight: a simple unexpected message from someone you love can completely change your day.

From brief to final delivery: 9 weeks

The shoot involved a crew of 22 across two simultaneous environments. Model photography, product still life, video content and BTS were captured in the same production window.

External team: photographer and assistant, still life photographer and assistant, videographer and crew, makeup artist, hair stylist, wardrobe stylist and assistant, location producer and assistant, 4 models including primary couple and a secondary couple for Valentine's Day gifting contexts.

Internal team: copy editor, marketing manager, designer, video editor, retoucher.

Concept alignment was done in advance with marketing leads across multiple regions before production began.

Every creative decision, from casting to graphic system to copy hierarchy, was approved by global stakeholders in EMEA and LATAM before a single light was set up.

Post-production delivered a full toolkit: brochure campaign assets, digital stills, video in multiple formats and aspect ratios, e-commerce content, social media adaptations, and a TikTok-native activation built around the "LovU Small Gestures Challenge" using a paper fortune teller mechanic, designed for local influencers and real couples to recreate in their own markets.

Results

Lov|U Connected launched as Q1 fragrance Front Cover across multiple markets in EMEA and LATAM.

It led Valentine's Day gifting in its category and delivered $10M in global Year 1 sales, meeting the commercial target set at brief stage. Penetration grew +3% versus the existing Lov|U line.