Avon Products Inc. has launched a new brand campaign—”Watch Me Now”—calling on people to reconsider their views of the iconic company.
Avon, which has been transforming women’s lives by doing beauty differently, has evolved its positioning to better reflect the Avon of today—an innovative, bold and inclusive beauty brand.
Launched as Avon enters its 135th year, “Watch Me Now” is a nod to the global beauty brand’s heritage as a purpose-driven company, using the power of beauty to create opportunities for people to earn on their own terms and to support causes including domestic abuse and breast cancer. 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.
“Watch Me Now” 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 that 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 color gradient based on the curves of a woman’s face.
“There is huge awareness and affection for the Avon brand, but we have allowed ourselves to become a bit underestimated,” said James Thompson, Avon’s head of Brand, Categories and Stores. “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.”
“’Watch Me Now’ signals the start of a new chapter for Avon,” said Angela Cretu, Avon’s CEO. “We are taking what we’ve learned 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. We will continue to speak out, drive change and positively impact 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.”
“Watch Me Now” is currently being rolled out globally across all of Avon’s consumer touchpoints.