Cosmetics brand Avon has introduced a new strapline and brand positioning in a new campaign that invites people to reconsider their views of the company.
The new brand identity has been evolved to reflect Avon’s work to support women and social causes like domestic abuse and breast cancer.
Putting the Avon heritage as a purpose-driven company at the heart of the campaign, ‘Watch Me Now’ marks a new chapter for the global beauty business as it enters its 135th year.
Avon’s logo has been given the first update in decades and the brand is introducing a “bolder and more confident tone of voice” that is more relevant for the millions of independent sales representatives that sell its products across the world.
James Thompson, Avon's head of brand, categories, and stores, said: "There are 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."
The campaign highlights Avon’s evolution over the past 12 months, with the company investing significant resources to modernize itself by introducing new digital tools to support its reps.
Angela Cretu, Avon CEO, said: "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'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."
'Watch Me Now' will roll out globally across all of Avon's consumer touchpoints from this month.