Avon has evolved in the blink of an eye.
This is the story of a century brand that recovers its relevance by expanding the definitions of beauty and self-esteem.
Even with a competitive portfolio and accessible pricing, Avon needed to reinvent itself to recover its relevance. As a strategy to put its products to the test, Avon sponsored the most famous, commented and followed reality TV show in Brazil, showing that Avon Is On - both online and in person.
Avon engaged in conversations, joining important debates for society and a prime first position for engagement rates as well as Share of Voice. And in 100 days we were able to increase important brand attributes.
With an online selling point, strategy managed to triple sales for eCommerce, putting Avon back on people's minds all over Brazil.
Look Again. This is Avon.
LOOK AGAIN LIVESTREAM | AVON
To celebrate the brand's new positioning and release, an exclusive research on how women use makeup and skin care products to feel good in atypical situations, such as and during the Covid-19 pandemic, Avon hosted a live called "Olha de Novo" ("Look again").
Hosted by Brazilian journalist Astrid Fontenelle and with a casting of influencers as Juliette Freire, Samantha Schmutz, Raquel Virgínia and Pocah, the initiative managed to reach more than 150k unique visitors and major results for earned media.
REPOSITIONING CASE STUDY | AVON
• Market share recuperation and shift on trend (consistently positive)
• Purchase intention and Recommendation metrics double digit increase.
• Top 5 most influential brand in social media Brazil (Qaest). Share of Voice top brand (1st on Knewin Ranking)
• Boosted sales on ecommerce by 3 times, amplified online services. The brand was present on Twitter Trending Topics for 10 times in 100 days, became engagement leader on Instagram and Twitter among all beauty brands in Brazil and has recovered spontaneous awareness (Top Of Mind Datafolha Institute for 2 consecutive years).
Watch the repositioning strategy full story.
LOOK AGAIN LIVESTREAM | AVON
TVCs for releasing the #AvonTaOn platform were the initial step for the Avon brand repositioning in 2021. Avon is on: online and alive.
Avon was nominated “Advertiser of the year” for Caboré (Brazilian’s main recognition in marketing) and elected the best of the year in a survey with industry professionals in the Brazilian market carried out by Propmark magazine.
See the reels of the main commercials that introduced the main themes (digitalization, portfolio renovation, new services) throughout the branded content activation.