CASE STUDY 1: FROM “THE DAUGHTERS OF AVON” TO BEAUTY-ADDICTED TRENDSETTERS: MARK BEAUTY & FASHION REBRAND STRATEGY + EXECUTION
The MARK. brand was launched in 2004, as a way to lure young women (16-24) to the Avon master brand. The cosmetics and fashion were young and trendy, with cute names, and customizable products that you could “mix up and make your own.” As it became obvious that 16-24 year olds didn’t really have control of their own finances, the brand strategy was reconsidered...and reconsidered again, when the decision was made to sell it along side of Avon products. We needed a big point of difference and personality, so that both Avon AND mark. color could appeal to their respective audiences.
CASE STUDY 2: CREATE A NEW DESTINATION: AVON HOME CATEGORY BRAND STRATEGY + EXECUTION
The Avon Living brand grew out of the insight that entertaining and home decor were an important category for our customers. But, as part of the regular brochure, the home category had no visual appeal, and the products seemed dated. We needed something vastly different than older attempts that would create a real buzz in the Rep community. So, we developed a lifestyle brand and execution that closely resembled a home and lifestyle magazine. We wrote exclusive content—tips, cooking and decorating ideas—that were used in the magalog, and on the Avon website and blog. We armed our Reps with social media assets and content that they could push onto their own channels, and could customize for their own e-stores. Avon Living was a hit with consumers and Avon Reps—it increased Reps’ average order by 14% in its first year.
CASE STUDY 3: CREATE CURATED, EXCLUSIVE “BRANDS”: AVON FASHION AND JEWELRY BRAND STRATEGY + EXECUTION
Avon’s fashion and jewelry category revenue was decreasing year over year, and consumers and Reps thought it had lost its relevance. The solution was a strategic move to completely overhaul the category. First, there was no actual fashion “brand”, so we created one, thus creating a new destination and something exciting for Reps to talk about: Avon Signature Collection—curated and exclusively ours. We gave this new brand a more aspirational and inspirational look, a lifestyle—of versatility, ease and expressing your unique style with clothes that would flatter and make you feel confident. We used an editorial voice to talk about building a wardrobe, trying trends, fit, and updating your look.
