Avon's latest campaign is looking to transform brand perception

Tyrone Stewart

International beauty company Avon has launched its latest brand campaign, urging people to reconsider their views of the company and see the positive things it has done down the years, as it celebrates its 135th anniversary.

The ‘Watch Me Now’ campaign highlights the work Avon has done for women all over the world and the over $1bn it has donated to causes, while pointing to the more than 1,000 patents that Avon has been granted and the 300 awards it has won in the past three years.

“There is huge awareness and affection for the Avon brand, but we have allowed ourselves to become a bit underestimated,” said James Thompson, Head of Brand, Categories and Stores at Avon. “We are a dynamic, bold, modern and inclusive beauty company; we are a quality brand that is relevant for all; we fight for issues that matter, such as gender-based violence and breast cancer. We’ve been offering a flexible earning opportunity since before women had the right to vote.  Watch Me Now brings to life the best of what the brand has always been and repositions it proudly in a way that calls to individuals and touches on collective concerns.”

The campaign also sees the debut of a new visual identity and logo – the first change in decades. This updated logo has been designed to reference the curves of the 1930s Avon logo and represent the curves of a woman’s face.

“Watch Me Now signals the start of a new chapter for Avon,” said Angela Cretu, Avon CEO. “We are taking what we’ve learnt over the past 135 years about the power of relationships and social selling and applying that in today’s context – using new digital tools that enable our beauty advisors to earn flexibly today across their social platforms.

“We’re continuing to innovate and evolve, through investment in research, product development and people, to ensure beauty is democratic and accessible to all. And we will continue to speak out, drive change and positive impact on causes that affect women globally.”