1. Creative Direction

For this shoot, Alesha Dixon was chosen to be the face of Avon’s new catalogue due to her relatability, empowerment, and strong, positive presence. The creative direction focused on aligning Alesha’s personal brand with Avon’s core message: beauty, confidence, and inclusivity.

•The shoot’s concept was to showcase Alesha as a strong, empowering woman, relatable to Avon’s audience.

•A strong visual identity was developed, reflecting the elegance and luxury of the Avon brand while keeping it accessible and authentic.

•The styling was kept timeless, highlighting the brand’s products in the most flattering, high-impact way while ensuring Alesha’s personality shone through in every shot.

2. Lighting Techniques

The use of lighting played a huge role in highlighting Alesha Dixon’s features and the Avon products, ensuring they were presented in the best possible light:

•We used softbox lighting to create a flattering, natural effect on Alesha’s skin, ensuring the photos felt authentic and natural.

•For product shots, we employed reflective lighting and backlighting to enhance the shimmer of Avon’s beauty products, giving the imagery a high-end, polished look.

•The soft, controlled lighting made Alesha’s facial features stand out, focusing attention on her expressions to evoke a sense of confidence and elegance.

These techniques helped maintain the premium aesthetic of the brand while ensuring the images felt approachable and genuine.

3. Visual Storytelling

The Alesha Dixon shoot wasn’t just about posing for the camera—it was about telling a story that aligned with Avon’s messaging:

•The shoot was designed to tell the story of empowerment. Alesha was portrayed as a modern, confident woman, resonating with Avon’s core customer base who look for both inspiration and relatability.

•Through the use of lifestyle photography, we showed Alesha interacting with the products in authentic settings—smiling, confident, and natural. The behind-the-scenes shots were designed to give viewers a sense of realness and connection.

•The high-fashion approach in some of the images also provided a sense of aspiration, showing Avon as both a luxury and accessible brand.

These elements created a narrative that spoke directly to Avon’s audience, reinforcing the idea that beauty and confidence are attainable for everyone.

4. Social Media Strategy

To maximise the reach of the Alesha Dixon for Avon PR shoot, the content was tailored specifically for social media:

•Instagram Stories and Reels were used to showcase behind-the-scenes footage, making the audience feel part of the experience and providing insight into the creative process.

•The main photoshoot was turned into carousel posts on Instagram, with a mix of close-ups and wide shots to provide variety and keep the content engaging.

•Hashtags like #AleshaForAvon and #AvonBeauty were used to drive conversation, while Alesha’s personal social media following also helped promote the campaign by sharing exclusive content.

•The campaign was aligned with Avon’s social media strategy, ensuring the visuals were cohesive across platforms, from Instagram to Facebook, and driving engagement and brand awareness.

This strategy ensured the content reached a wider audience, engaging consumers and creating buzz around the new catalogue launch.

5. Campaign Impact

The Alesha Dixon for Avon PR shoot contributed significantly to the launch of Avon’s new catalogue:

•Increased brand visibility: Alesha’s involvement helped amplify the campaign’s visibility, generating significant press coverage and drawing attention to Avon’s new product offerings.

•Strong media presence: The high-quality images were used across multiple platforms—digital, print, and social media, ensuring consistent messaging and broad audience reach.

•Sales uplift: While specific sales figures may not have been disclosed, the visual impact of the shoot and the emotional connection it created with consumers likely led to a measurable increase in engagement and customer interest.

The behind-the-scenes images also created additional content opportunities for Avon, further enhancing their brand storytelling and customer connection.

6. Audience Engagement

The PR shoot created a strong connection with Avon’s target audience:

•Alesha Dixon’s personal brand is built on empowerment and authenticity, which helped her connect deeply with Avon’s customers, who value genuine beauty and confidence.

•Behind-the-scenes content humanised the brand, making Avon’s message feel more authentic and relatable.

•The social media engagement generated from this campaign led to increased interactions from consumers, as they connected with Alesha as both an influencer and a brand ambassador.

The content reinforced brand loyalty and built trust, positioning Avon as a brand that truly cares about its audience.

Conclusion

The Alesha Dixon for Avon PR shoot in London was a highly successful collaboration, blending fashion-forward photography, celebrity influence, and brand storytelling to launch Avon’s new catalogue with style. From lighting techniques to social media strategy, every element was carefully crafted to create visuals that not only captured attention but also engaged the audience, helping Avon further cement its place as a premium yet accessible brand in the beauty market.