Challenge

Avon, in the minds of people, was an outdated brand struggling to update itself. 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Perceived as low-quality, cheap and outdated, Avon was struggling to recruit younger representatives and consumers driving a constant delving in penetration, sales and market share.

Inspiration

Key insight: women are often made invisible

and are underestimated - 79% of women say they suffer from imposter syndrome.

Fuelled by societal barriers, stereotypes and unconscious bias, they grow up experiencing it to the point they start believing it.

Self-doubt erodes female potential and women’s ability to transform their life and the lives around them.

Idea

The new brand idea ‘Watch Me Now’, a celebration of yesterday's underdog, their journey of becoming, and an ode to stepping into their power - strategic idea and a global framework for the local markets to execute experienced across every brand touchpoint.

Growth

Results are incredibly positive with ‘Watch Me Now’ proving to be a galvanising idea to the brand and the business.

Please provide your contact information to continue. Detailed information on the processing of your personal data can be found in our Privacy Policy. (in particular the "How Do We Use It?" Section).