Avon seeks agency for Colour relaunch

LONDON - Avon is to back the relaunch of its core Avon Colour cosmetics range with a national direct campaign, and is hunting an agency to handle the brief.

The aim of the activity will be to address the brand's dramatic slump in profits and modernise its image. In April, Avon posted a 67% fall in annual profits to £31.2m, following a major restructure that included wide-scale redundancy plans.

The agency search is being led by Andy Watts, executive director of marketing for the UK, who joined the firm from Bernard Matthews in April. The company has previously worked with Lawton Communications.

The review follows the appointment of celebrity make-up artist Jillian Dempsey as its global creative director in August, who is responsible for overseeing the launch of limited-edition seasonal colour collections, due to debut in spring 2007.

Dempsey, who has worked with celebrities such as Kate Winslet and Kirsten Dunst, also has a remit to revise and modernise the brand's Colour range.

In July, Avon signed up Hollywood actress Julia Roberts as its brand spokeswoman in a deal worth a reported £2.2m. It has previously used Salma Hayek, and tennis stars Venus and Serena Williams as faces of the brand.

Avon, which was launched in 1886, has more than 160,000 representatives in the UK.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands