Client: Avon

Brief: A complete rebrand. Avon was a centennial beauty brand in desperate need of a freshen up. Seen as outdated and cheap, the brand, their products and even their representatives were constantly underestimated. Losing market share and sales. Avon wanted people to rediscover it, to realise that they’re great value for money, a forward facing enterprise with a huge legacy on female empowerment.

Insight: What Avon was going through is what every woman is going through. Low self-esteem, being underestimated, not realising their power. No more. We’re yesterday’s underdogs and we’re reclaiming our spot in the limelight.

Global Campaign: Watch Me Now. A total repositioning on how Avon talks, acts and looks. The first brand line taken by every market and turned into local campaigns everywhere. TV, social, print, digital, long-form film and brochures. And even a global app, My story matters; where we invite women to share and celebrate their stories and we donate $1 for every story shared, to causes and charities fighting for female equality.

My Story Matters project link

Watch Me Now doesn’t stop there - under this new organising thought the brand is now casting models for their stories, and not for how they look. In London, we’ve shot the most inclusive brochure this brand has ever created, taking advantage of being in one of the most diverse cities in the world to find inspiring people that stand for themselves and help inspire others to make their voices heard and their stories celebrated.