Avon, Watch Me Now. Reshaping a beauty brand from underdog to global force

Avon, a beauty brand, launched a worldwide campaign to change perceptions in a way that is likely to drive penetration and help increase pride amongst women.

Campaign details

Brand: AvonAgency: Wunderman Thompson UK

Summary:

This is a turnaround case about a centennial beauty brand that had to look itself in the mirror to rediscover its power.

Conceived 130 years ago, Avon was now fighting for relevance in the modern world. Perceived as low-quality, cheap and outdated, Avon was struggling to recruit younger representatives and consumers, driving a constant decline in penetration, sales and market share.

Not many people know, but Avon was the original female empowerment brand. Avon gave women jobs before they could vote and paved the way for female entrepreneurship. Avon...

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