Market Intelligence: Juliette launches makeup line and makes donation to women in cactus plantations in the Northeast

Former BBB Juliette Freire launched a new collection with Avon, of which she is an ambassador, with products inspired by the Northeast. The makeup artist from Campina Grande (PB) selected products such as toiletry bag, eyeliner, nail polish, blush palette and eyeshadows to compose the Bonita line.

To introduce them, she went to the brand’s headquarters in the Interlagos region (south of São Paulo), on Thursday (27), when she also took a tour of the factory.

The artist also agreed with the Avon Institute that part of the income collected from the products will be used to support women who work in cactus cooperatives in the Northeast. The name of the plant typical of more arid places was chosen to nickname Juliette’s fans also during her visit to Big Brother Brazil in 2021.

The cooperatives work with the cultivation of cactus as raw material for the development of a solidary and sustainable economy, explains Avon. “As a raw material, cacti are used for different purposes, such as handicrafts, textiles and gastronomy, among others.”

Avon’s actions include support to combat domestic violence, training and qualification in human rights with a focus on women’s development.

“In addition to being a symbol of the Northeast, for me, cacti also represent the strength and resilience of Brazilian women”, says Juliette to Market intelligence. “That’s when I thought of supporting the women who work in these cooperatives with actions that fight domestic violence and promote development for them.”

The woman from Paraíba says that she has already been to cactus cooperatives and knows part of the reality of women in the countryside. “They are challenged by the sun, drought and super-limited resources for well-being, health, education, among many other things.”

To promote the collection, the Wunderman Thompson agency developed the “Beautiful of Everything” campaign. “It shows that women are beautiful not only for their physical beauty, but also for the way each one is, in its best version”, explains the brand.

“In the campaign manifesto, Avon invites women to look again with pride at their stories, achievements and their bodies, creating a network of sisterhood among women who have already heard comments about their appearance”, he adds.