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