Avon has overhauled its approach to innovation by using social listening to create a product that appeals across demographics.
The beauty giant launched True 5-in-1 Lash Genius Mascara earlier this month after scouring the internet for ideas to create a product that appealed to different generations and geographies.
According to Avon, this makes it the first beauty brand to use social listening to create a mass market product, and marks its intention to react quickly to consumer needs and lead on innovation.
“It is part of our overall strategy to be more on-trend and fast,” James Thompson, Avon’s chief marketing officer, tells Marketing Week. “[Social listening allows us to] be fast to a trend that we’re already seeing and lead the way ourselves.”
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