Avon in pounds 2m rebrand

Avon Cosmetics is embarking on a pounds 2m rebranding drive in order to position itself as the leading direct-sell cosmetics company.

Avon Cosmetics is embarking on a pounds 2m rebranding drive in

order to position itself as the leading direct-sell cosmetics

company.



Avon has taken on The O’Connell Partnership and TMD Carat, following a

competitive pitch, to work alongside its in-house creative unit.



A new campaign is planned for the autumn and the main media used will be

consumer titles, targeting C1/D and AB women.



A spokeswoman for Avon said: ’We have been successful targeting and

selling to existing customers but there has been no focus on attracting

new customers.



We have not invested in the image and perception of what Avon stands

for. We have been seen as old-fashioned and heavily fragranced, which is

not the case.’



The new ad campaign will be part of a concerted corporate programme that

includes new packaging and a redesigned brochure.



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