01 August 1997

Despite rising sales for the direct-sell cosmetics company its '50s icon, the Avon Lady, could be edged-out by the ubiquitous call-centre. Although Avon denies it is dropping its army of 150,000 salesladies, a new ad campaign focuses on ordering by telephone from a 180-page catalogue, three million copies of which will be distributed. The ads feature a phone number and aim to give Avon 'a striking contemporary image', challenging: 'Dare to change your mind about Avon'.