According to CEO Angela Cretu, the campaign “signals the start of a new chapter for Avon. Avon has been doing beauty differently for 135 years and we aren't stopping now – we're just getting started. 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,” she said.
The firm says “Watch Me Now” is a nod to the global beauty brand's heritage as a purpose-driven company—using the power of beauty to create opportunities for people to earn on their own terms, and support causes including domestic abuse and breast cancer for more than a century. It celebrates the success of the underdog and highlights the unexpected and underestimated aspects of the Avon brand, its people, activism, and products, said Avon.
The campaign has a new visual identity and an update to the Avon logo— the first in decades— as well as a bolder more confident tone of voice that is more relevant for the brand's millions of beauty advisors and customers, said the firm. The new logo has already begun appearing on products and brochures and includes reference to the curves of the original 1930s Avon logo, with the new color gradient based on the curves of a woman's face.
"There is huge awareness and affection for the Avon brand, but we have allowed ourselves to become a bit underestimated. 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,” said James Thompson, Avon's head of brand, categories and stores.
"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. The difference is that we are doing it in a more relevant, bold and confident way to Open Up Avon and grow our business,” said Cretu.
Avon’s latest innovations include Protinol, which helps to restore seven years of collagen loss in seven days, and Adapt, a new collection coming soon, designed to reduce the impact of hormonal fluctuations on skin.
'Watch Me Now' will roll out globally across all of Avon's consumer touchpoints from September 2020.