Cosmetics company Avon is shifting away from product-led marketing with the launch of its first global ad campaign to promote the overarching brand.
The campaign, which is the largest in the company’s 120-year history, forms part of its $340m (£173m) global investment in advertising for the brand this year – a 35% increase on last year.
Avon president for the UK and Ireland, Andrea Slater, says that while Avon sells to one in three women in the UK, the repositioning aims to convert the remaining consumers “whose perceptions of Avon may still be rooted in the distant past of our 1970s ad campaign”.
Avon executive director of marketing Andy Watts, who took over the role in April last year from Bernard Matthews, says the move is a “big step change” for the brand.
The global campaign will feature the strapline “Hello Tomorrow” designed to position Avon as a more stylish, modern beauty brand. The marketing drive focuses on empowering women with the formal launch coinciding with this week’s International Women’s Day.
The broader campaign will be rolled out next month comprising print, broadcast and billboard activity across its 35 operating markets alongside a high-profile TV campaign. The creative has been developed by Soho Square. Media planning and buying is being handled by Starcom.
The range will be rolled out in May and feature new packaging.