Alongside the campaign, the new identity has been rolled out across the brand’s digital touch points and printed brochures to feature a new tone of voice and visual style for Avon, ahead of the packaging redesign’s release.
With iterations of the third part of the campaign now rolling out to local markets such as the U.K., Czech Republic, South Africa, Poland and Romania over August and September, it’s Neirynck’s belief that the creative quality has improved along the way. He added that they are monitoring it with regular brand lift studies and a brand health check every six months.
After a decade of decline, the increase in brand marketing is already proving a success, as owner Natura&Co reported that its beauty category had grown 3% year over year in its most recent financial results.
When you really strike gold is when there is an amazing story.
Kristof Neirynck, global chief marketing officer, Avon International
This was partly credited to the digitalization of the brand, with the use of digital tools reaching 30.6% and digital sales penetration increasing to drive 6.5% of Avon International’s total revenue. Use of the Avon On app (active representatives who logged in at least once) reached 30.6% of its 5 million representatives since the launch of “Embrace Your Power” too.
“To see the brand starting to turn a corner is rewarding,” stated Neirynck.
The reduction in its 120 brands to around 30, he also explained, is part of an overall refocus on building 13 core brands, especially although it continues to produce 1,200 beauty products across its portfolio, excluding shade variations. That will be a reduction from the 2,700 produced last year.
Delivering deeper human insights and Christmas expectations
Having spent over a decade working in the heath and beauty category, including at P&G, Neirynck also talked about how he sees the development of campaigns that form a personal connection with audiences. The campaigns that resonate strongly tap into a deeper human insight than simply promoting the main product, he explained.
“When you really strike gold is when there is an amazing story,” he said, citing the story of musician Hamzaa, who appeared in the first campaign film in January.
“If we think about the war context, and some of the toxic masculinity that is flowing, they’re actually celebrating some of the feminine powers,” he said of the brand’s campaign work. This will also be present within its first Christmas spot, which he hopes will help Avon tap into the culture zeitgeist.