Avon sponsors Tardezinha in Ribeirão Preto as the official beauty brand, spotlighting Power Stay and supporting women facing violence.
Sponsorship strengthens bond with pagode festival
A market leader in home makeup, Avon joins [Tardezinha](pplx://action/translate) as the official beauty partner of the tour. The [Ribeirão Preto](pplx://action/translate) edition takes place on [6 de dezembro](pplx://action/translate), at [Estádio Santa Cruz](pplx://action/translate). Created in , Tardezinha is known as Brazil’s biggest pagode gathering, produced by singer Thiaguinho.
Through this sponsorship, Avon strengthens its connection with the festival and celebrates [6 years](pplx://action/translate) of the Avon Power Stay line. The partnership brings beauty, music and purpose together in one experience.
On-site support and awareness for women
In partnership with Instituto Natura, Avon will promote awareness and support initiatives for women in situations of violence throughout the show. The action includes educational content and campaigns displayed on digital totems, big screens and restroom posters. There will also be dedicated support rooms for women who need assistance during the event.
Support is also offered via [Ângela](pplx://action/translate), the virtual assistant created by Instituto Natura and Avon, accessible through WhatsApp. The tool allows any woman experiencing domestic violence to seek help discreetly, inside or outside the festival. Angela also provides information on women’s rights and access to a specialist.
“When we bring together brands with a strong purpose, such as Avon, and events like Tardezinha, we expand the reach of a cause that transforms lives. Through these initiatives, our goal is to raise awareness and encourage women to know their rights and prioritize their health and well-being, engaging society as a support, care and protection network,” says Juliana Barros, Marketing and Communications Director at Avon Brasil.
Power Stay: long-wear makeup on the spotlight
The iconic Power Stay line has reshaped the concept of long-wear makeup and is Avon’s top-selling range. Created for those who do not want to worry about touch-ups, the line delivers high performance in everyday use and at major events.
The portfolio includes liquid foundation lasting up to [24 horas](pplx://action/translate), matte liquid lipstick for up to [16 horas](pplx://action/translate), concealer with natural coverage for [18 horas](pplx://action/translate), nail polish with up to [8 dias](pplx://action/translate) of wear and gel eye pencil that stays put for up to [24 horas](pplx://action/translate). Thus, the products maintain their finish even under sweat and humidity.
Experiential activations and engagement at the event
At Tardezinha in Ribeirão Preto, Avon will create special activations for the crowd. The brand will offer photo spots and an exclusive area where visitors can test Power Stay performance in real time while enjoying the show. In addition, there will be a game with prize giveaways to increase interaction.
The initiative reinforces Avon’s commitment to connecting beauty, innovation and culture. Consequently, the brand adds a new chapter to its trajectory in live music and entertainment experiences.
About Avon
Avon is one of the world’s largest beauty brands and is part of Natura Cosméticos. For [138 anos](pplx://action/translate), the company has maintained a core commitment to women, delivering beauty and self-care experiences while supporting independence and well-being. Present in Brazil since , it operates its largest global hub in the country.
Its diversified portfolio includes innovation-driven, high-tech products and globally recognized brands. Among them are makeup lines Power Stay, Tratamake and Color Trend, skincare ranges Renew and Avon Care, and fragrances such as Far Away, Love|U, Attraction, Segno and 300km/H, in addition to a variety of Home & Style items.
