Avon has refreshed its brand with the launch of the ‘rejuvenated’ brand platform ‘Embrace your Power’, created in partnership with creative agency Wunderman Thompson UK.
The new global platform, visual identity, creative approach and integrated campaign stems from the belief that ‘every woman is born with her own unique power, but gender inequality stifles this potential’.
Avon reportedly enables women to achieve financial independence, connects them through a community of beauty lovers and offers beauty products at ‘irresistible’ value, something that is ‘even more important’ for consumers during the cost of living.
According to a recent report from the UN, it could take over 300 years to achieve full gender equality at the current rate of progress. The beauty brand’s new platform aims to celebrates women who are living out their full potential.
The first campaign unveiled features London musician, Hamzaa, who beatboxes during the TV spot, telling the musician’s story of how she found her ‘inner power’ while showcasing Avon’s new Hydramatic Matte Lipstick.
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“Our ambition was to transform Avon, a global beauty movement with a long and illustrious heritage and we’ve achieved that with the ‘Embrace your Power’ platform. From a refreshed visual identity, to introducing inspirational figures across our TV adverts, social channels and brochures, all demonstrating how women have realised their inner power,” Avon global chief marketing officer, Kristof Neirynck, said.
The campaign – planned and booked by WPP media agency Wavemaker UK – will run across across digital and social platforms, including influencer activity on TikTok, Instagram, Pinterest and YouTube. The TV advertisement will also appear in key programming such as Winter Love Island and Next Level Chef.
Wunderman Thompson UK chief creative officer, Steve Aldridge, added: “Avon is not just a beauty company, it’s a global movement that champions progress for women in all its forms. And how better to represent a global movement than to empower it. It’s a bold message, and one that we’re delivering across multiple channels in one integrated campaign, bringing a fresh take to carry the Avon brand into the future.”
