Beauty company Avon is aiming to throw off its somewhat frumpy image with the launch of a new global marketing campaign designed to reflect the “Avon of today”, which, according to the company at least, is an “innovative, bold and inclusive beauty brand”.
The “Watch Me Now” ad blitz calls on consumers to reconsider their views of the company, which insists it has been transforming women’s lives by doing beauty differently.
Launched to coincide with Avon’s 135th birthday, the activity is a nod to Avon’s heritage as a purpose-driven company – using the power of beauty to create opportunities for people to earn on their own terms, and support causes including domestic abuse and breast cancer for more than a century.
It celebrates the success of the underdog and highlights the unexpected and underestimated aspects of the Avon brand, its people, activism, and products – for which Avon has been granted more than 750 patents and 300 awards.
The activity includes a new visual identity and update to the Avon logo, the first in decades, as well as a “bolder more confident tone of voice”, the company says, which it believes is more relevant for the brand’s millions of beauty advisors and customers today.
The new logo has already begun appearing on products and brochures and includes reference to the curves of the original 1930s Avon logo, with the new colour gradient based on the curves of a woman’s face.
Avon’s head of brand, categories and stores James Thompson said: “There is huge awareness and affection for the Avon brand, but we have allowed ourselves to become a bit underestimated. We are a dynamic, bold, modern and inclusive beauty company; we are a quality brand that is relevant for all; we fight for issues that matter, such as gender-based violence and breast cancer.
“We’ve been offering a flexible earning opportunity since before women had the right to vote. Watch Me Now brings to life the best of what the brand has always been and repositions it proudly in a way that calls to individuals and touches on collective concerns.”
Avon chief executive Angela Cretu added: “Watch Me Now signals the start of a new chapter for Avon. Avon has been doing beauty differently for 135 years and we aren’t stopping now – we’re just getting started.
“We are taking what we’ve learnt over the past 135 years about the power of relationships and social selling and applying that in today’s context – using new digital tools that enable our beauty advisors to earn flexibly today across their social platforms.
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.
Avon was acquired by Natura & Co last year in a deal worth £1.6bn, creating the world’s fourth-largest cosmetics company which also owns Natura, The Body Shop and Aesop.
VaynerMedia London was appointed last month to 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.
In the UK alone, Avon has already seen a nearly 200% year on year increase in digital customer transactions and representatives numbers grow twofold during the first half of 2020.
Cretu concluded: “We’re continuing to innovate and evolve, through investment in research, product development and people, to ensure beauty is democratic and accessible to all. And we will continue to speak out, drive change and positive impact on causes that affect women globally. The difference is that we are doing it in a more relevant, bold and confident way to open up Avon and grow our business.”
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