He believes that Avon is “a purposeful brand” in which millions of people make a living from being a representative for it. While a brand needs good products to sell, he sees that purpose as a potential differentiator, with customers purchasing directly from people who will use that money to support their families.

“That purposeful nature of the brand has not been spoken about enough in the past,” he admitted, and that will be at the heart of the campaign being released before the Christmas holidays.

Having only returned to advertising in key markets after seeing its budgets cut for years, the Christmas campaign will be seen as a key moment, with the success of John Lewis over the last 10 years an inspiration, and Avon having named Matt Richmond as its global creative director, having previously worked at the department store chain as director of creative and content.

“We feel that Christmas is an important moment of thinking about the bigger society around you. How you potentially give back,” continued Neirynck, who said he wants Avon to be present in such key cultural moments in the future.