Ding-dong digital calling: Avon in social commerce blitz

avon-adNatura & Co, the global beauty group behind Avon, Natura, The Body Shop and Aesop, has appointed VaynerMedia London to overhaul its marketing strategy to help Avon expand from its traditional door-to-door reps and into social media commerce, while also increasing the wider group’s online presence.

The group acquired Avon last year in a deal worth £1.6bn, creating the world’s fourth-largest cosmetics company.

Founded in the US by David H McConnell in 1886, Avon had annual sales of $5.5bn (£4.4bn) worldwide in 2018. However, it has been struggling to modernise its global business over the past decade, as its sales model comes under increasing pressure in the online age.

Now VaynerMedia London will create marketing tools designed to inspire Avon’s 5 million beauty advisors to be the “authentic voice of the brand”, initially focusing on the UK and South African markets.

Avon chief beauty and brand officer James Thompson said: “We’re in the process of rewriting the relevance of a much-loved but currently under-appreciated brand. As experts in authentic, disruptive marketing communications, VaynerMedia London is the ideal partner to help us create the transformational change in marketing communications that the Avon brand and its beauty advisors deserve.”

Meanwhile, for the Natura & Co group, the agency will focus on engaging new international audiences in select social media channels, building awareness of the company as “socially conscious”, while promoting its sustainability commitments, partnerships and achievements.

The group recently reported that the number of Brits signing up to sell Avon beauty products had doubled during the lockdown months of March, April and May, compared with the same period last year.

In the first six months of 2020, Avon’s digital transactions were three times higher than in the first half of 2019.

VaynerMedia London managing director Sarah Baumann said: “We are so excited to partner with the team at Natura & Co and Avon, to help realise their mission of becoming the ‘best beauty company for the world’.

“The vision for how their brands and business operate in the world today, ambition for disruptive, audience-centric marketing and founding values of sustainability and activism are a perfect match for VaynerMedia.”

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