Avon's boldest (and most expensive) rebrand yet: 'People were saying it feels a bit dated'

By Amanda Pauley | Published: 30-Jan-2023

The cosmetic giant is modernising its market identity via new campaign 'Embrace Your power', by streamlining its product portfolio and offering digital training for reps

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Avon has unveiled the company’s biggest investment in its image for the past ten years – a global rebrand across all facets of the business.

The cosmetics giant’s new positioning – under the campaign umbrella ‘Embrace Your Power’ – comprises an updated platform, new visual identity and streamlined product offering. 

The goal is to deliver a more engaging consumer experience through its independent reps, in-person and online, as well as elevate the brand’s presence among all demographics.

This ranges from loyal customers to younger demographics. 

What we are doing is really lifting the brand’s scope to competitive levels

“The brand’s visual identity, tone of voice and photography styles – all of those things have been refreshed,” Kristof Neirynck, Global Chief Marketing Officer for Avon, told Cosmetics Business

“In other markets, we still have a reasonably strong brand equity, but in a market like the UK, when I say I work for Avon, the next question I get is, ‘are they still around?’”

“The UK is still in our top ten markets but that is where the brand’s fame has reduced quite a bit.

“We clearly need to get out there and shout a bit louder as a brand and bring in new customers, but equally, new representatives.’

The brand also wants to take advantage of its growing presence in developing markets, such as the Philippines, South Africa, Poland and Romania. 

“Brazil, Mexico and Colombia are [also] really big markets for us,” Neirynck added. 

Singer Hamzaa is an ambassador for Avon's 'Embrace Your Power' campaign (Image credit: Wunderman Thompson)

Singer Hamzaa is an ambassador for Avon's 'Embrace Your Power' campaign (Image credit: Wunderman Thompson)

How is Avon modernising its brand image?

The heritage brand’s image overhaul has a three-prong approach, which will take place over the course of this year.

The first part is a refreshed visual identity on its platform and across all marketing channels, launching today (30 January), which showcases inspirational women.

The ‘Embrace Your Power’ campaign, created in partnership with communications agency Wunderman Thompson UK, celebrates women “who are living out their full potential”.

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