Concept campaign, self-initiated. Not a client · Beauty

Avon

A self-initiated beauty campaign reimagining a familiar mass-market haircare brand through a more elevated, prestige visual language.

I chose Avon because it carries a strong sense of nostalgia for me, but I wanted to explore how that familiarity could be translated into something more premium. The campaign was built around the idea of high-performance haircare that still feels accessible, using rich plum and berry tones, shower rituals and macro textures. The focus was on showing product performance through a ritual everyone knows, in a setting everyone recognises, and through the transformation itself. The biggest challenge was keeping hair movement, liquid textures and product consistency believable while maintaining the same model across every stage of the story.

Services
  • Creative direction
  • Beauty campaign development
  • AI image production
What I made
  • Haircare campaign concept
  • Application + texture imagery
  • Before-and-after storytelling
  • Prestige beauty visual world

The brief

Switch On Your Shine is my concept study in AI beauty product photography for Avon's Advance Techniques Ultimate Shine shampoo, conditioner and illuminating treatment spray. It started with a childhood memory of the Avon catalogue and its scented pages. Avon came to the house, and opening the catalogue felt like a small discovery.

The question I set myself was whether the same three bottles from a shower shelf could carry the finish of a premium beauty campaign and keep the warmth the brand is known for. In the concept, shine does two jobs. It is the visible benefit of the range, and it stands for a confidence that is already there.

It is a self-initiated concept exploring a creative direction for Avon, made with AI. Created independently; not commissioned or endorsed by the brand. Avon is not a client, and the product names and packaging are Avon's, shown here for illustration only. The full study runs to ten frames, and seven of them are on this page.

The direction

To make an everyday routine look premium, I kept it at home and lit it like a beauty campaign. Deep burgundy tile wraps the shower frames, and warm gold light picks out the black bottles and their labels. The labels name Crystal Light Technology, so I used water, foam, reflection and light in the hair to make that idea something you could almost touch.

The set follows the routine in order. It starts in the shower, moves in close on the lather and on conditioner worked through wet hair, then leaves the shower for a bedroom with warm walls and white bedding, where the treatment spray goes onto damp hair. The routine ends on the finished look, hair in movement against a plain plum backdrop.

The model is self-assured rather than transformed. She has long dark hair and visible freckles, and in the last frames she wears a plain black tee.

What was hard

The model was built from scratch, and one face had to hold through all ten frames. Before the first campaign frame, I made reference sheets for her, with six angles, eight expressions and a full-length turnaround. The packaging was rebuilt as clean packshots on white, so the bottles and labels hold up at close range, wet or dry. The environment was set once, light and colour included, and carried from the wide hero down to the macro. The shower frame took the most attempts. I refined the water's flow and how it interacted with the hair and skin so it felt believable, while keeping the model's features consistent through the movement.

The before-and-after concept visualises the intended effect of the formula on the hair's appearance. These AI-created images are illustrative and do not show tested product results.

Every frame was retouched and graded by hand at the end, so the routine reads as one campaign from the shelf to the finished look.