(Photo: Avon Products Inc.)
Avon is freshening up its brand with the launch of a multimedia campaign aimed at sharing the Avon story with a new generation of women.
As its business has undergone a steep decline in recent years, Avon has been the subject of countless headlines portending the future of the brand. Now, the direct selling giant is looking to tell its own story with the launch of a new brand platform, Beauty for a Purpose. The attendant website, social sharing campaigns and rebranding will showcase Avon’s legacy, as well as its contemporary efforts to empower women.
“Beauty for a Purpose is a guiding vision for Avon’s future and is rooted in our rich history of empowering women,” said CEO Sheri McCoy, calling Avon an authentically purpose-driven company. “Financial independence is the most important driver of women’s empowerment, and for over 125 years Avon has provided women with an earning opportunity. Our commitment to women is also reflected in substantial work we have done in breast cancer and domestic violence as we work to help women live healthy lives, free of violence.”
The Beauty for a Purpose content site spotlights Avon distributors, executives and products. The brand is also tapping its lineup of celebrity partners—including names like Maria Sharapova, Olivia Wilde, and Fergie—for exclusive coverage. Of course, the site also prompts engagement from distributors, who can add their photos to the #BeautyforaPurpose gallery and share posts across social media platforms.
Avon said it plans to integrate its new messaging across the business by the end of the year. The company is collaborating with Santo/JWT Group, as well as creative partner Badger & Winters, on its new branding and advertising.