The www.worldofavon.com website is formed by 5 magical worlds, which correspond to the different segments of the beauty care products by Avon. Each of them features a task for the Internet user to carry out. Completion of all the tasks allows you to place a star on the Avon sky. All players who manage to place their star on the sky and answer the final question by November 2 will have a chance to win an exclusive trip to a SPA. In addition, each week they can win Avon cosmetic sets.

“The leitmotif here was a paraphrase of Alice’s journey, who found herself in an enchanted world on the other side of the mirror. This world is in this case the land of Avon, whose structure and colours are built from the cosmetics women keep on their dressing tables and in their vanity cases. It’s a fairytale world, a little dreamy, surreal and inspired by an ideal makeup. The artwork convention – drawing and animation – is a result of a process. Initially, we thought of a realistic world, consisting of authentic cosmetics’ packshots. But while drawing the storyboards, we realized that the author of the drawings had created a new quality, far more interesting, more attractive and mysterious. Eventually, we decided on such an artistic world of our dreams”, says Monika Donner-Trelińska, K2 Creative Director.

In each of the worlds interaction is about having fun. In four of them the Internet user can play the agility games: brush Hairmona, do a full perfect eye makeup, put a mask on the face, or free the diamond. In the fifth world – surprise – one needs to find a password hidden in a video posted on YouTube.com http://www.youtube.com/watch?v=QEERWL2_2OE and enter it in the form. The “Reach for the Stars” campaign has also been actively supported on the popular community websites, such as Facebook http://www.facebook.com/WorldOfAvon and Twitter http://twitter.com/world_of_avon.

“While working on the site’s concept, we focused on observing the target group and the Internet pages where it is active. As one of the initial guidelines was to develop a concept adaptable in many countries, we had to compromise and choose universal locations. Therefore, we picked Twitter, YT and Facebook – the platforms where the faithful users of Avon cosmetics, and the very brand, have been strongly present for a long time”, explains Arkadiusz Szulczyński, K2 Innovation Direct.