Avon - Organic Internship 2015

s ie r a d n u o B t u o h it W Beauty

AGENDA assignment strategic approach campaign ideas budget key performance indicators

overview

the approach overview

the ASK Develop an innovative alternative to Avon’s business model
 Identify key metrics and consumer insights
 Develop a creative solution to the problems Avon currently has

overview

Focus areas Revitalize Avon’s business model and change our target’s opinion of the brand Access Streamline Position Execute

overview

avon in history est.

1886

2011

1939 renamed Avon

1896 the first brochure

overview

1961 launches Skin-So-Soft

1954

Ding Dong, Avon Calling

125 YEARS OF BEAUTY

1998 First Walk to raise funds for breast cancer

strategic territory

strategic territory cultural truth consumer truth

strategic territory company truth

research & strategy

category truth

cultural truth


It’s pretty harsh out there

98% of girls feel there is an immense pressure from external sources to look a certain way(1) research & strategy

cultural truth

It’s pretty harsh out there

7 in 10 girls believe that they are not good enough or do not measure up in some way(2) research & strategy

cultural truth

It’s pretty harsh out there

30% more money is made for women who wear make-up versus women who don’t(3) research & strategy

cultural truth


It’s pretty harsh out there

54% say they are their own worst beauty critic(4) research & strategy

cultural truth

It’s pretty harsh out there

1 in 5

young girls

have negative feelings when they don’t wear makeup(5) research & strategy

category truth


option overload

41% of people prefer shopping at beauty retailers when purchasing makeup(6) research & strategy

category truth


option overload

direct sell works better within Latin America markets, where there is a large emphasis on familial relationships(7)

research & strategy

category truth


option overload

threat of counterfeit products/makers may hurt the company’s brand image

research & strategy

category truth


option overload

72% of Americans oppose testing cosmetic products on animals(8) research & strategy

category truth


option overload

new opportunities in the fast growing Cosmeceuticals market 
 (anti-aging products)(9)

research & strategy

company truth

the “aging” original

#3 for Lip

behind Covergirl and Revlon(10) research & strategy

company truth

the “aging” original

#3 for Fragrance

behind Bath & Body Works and Victoria’s Secret(10) research & strategy

company truth

the “aging” original

#4 for Eyecare

behind Covergirl, Maybelline, & Revlon(10) research & strategy

company truth

the “aging” original

a global brand: over half of the revenue coming from markets outside the U.S.(11)

research & strategy

company truth


the “aging� original

88% brand awareness among survey participants(12) research & strategy

company truth

the “aging” original

50% of participants had used Avon(12) research & strategy

company truth


the “aging� original

59% had never and would never consider attending an Avon party(12) research & strategy

company truth


the “aging� original

95% of people would never consider becoming an Avon representative(12) research & strategy

“

“

My Mom’s brand.

Old. Outdated...

“

“

I used to love Avon products. Never see them around anymore.

“

Avon has TOO MANY offerings!

They started with make-up and

fragrance, but then they splintered

“

off into jewelry, clothing, etc. etc.

consumer truth


getting made up is unique 
 to each makeup

average of 3 hours on social media daily

research & strategy

consumer truth


getting made up is unique 
 to each makeup

YouTube reviews & hauls, celebrities and fashion hubs influence purchases(15)

research & strategy

consumer truth

getting made up is unique to each makeup

81% of girls

would rather see “real” or “natural” photos of models rather than airbrushed(16) research & strategy

consumer truth

getting made up is unique to each makeup

2/3 consumers

want more samples/gift incentives(17) research & strategy

consumer truth

getting made up is unique to each makeup

2/3 consumers

only buy refills of what they have(18) research & strategy

consumer truth

getting made up is unique to each makeup

3 in 5 young girls

admit to wearing makeup (as young as 7)(19) research & strategy

consumer truth

getting made up is unique to each makeup

9 in 191 had direct sell as their first choice(20) research & strategy

consumer truth

getting made up is unique to each makeup

32% of facial skincare users are interested in products that can be purchased on the go(21) research & strategy

strategy

cultural

it’s pretty harsh out there

consumer

category it feels good getting made up option is unique to to feel great overload

each makeup

company

the “aging” original

research & strategy

The Targets

primary target


millennial women

(22)

She is 20-35 year old Midwestern native who moved to New York to pursue her dreams. She is ambitious, but still makes time to go out with friends on the weekend.

research & strategy

primary target


millennial women

(22)

56%
 of millennials

say they would make a purchase if it supported a cause research & strategy

primary target


millennial women

(22)

25%
 of millennials

like to try the latest beauty products research & strategy

primary target


millennial women

(22)

More likely than males to enter a sweepstakes: 35 to 27

research & strategy

This generation will eventually fall into Avon’s original target market, and many of them haven’t even heard of Avon until now.

research & strategy

secondary target


Gen X / Baby Boomers

(22)

Generation X / Baby Boomers are similar to Millennials

research & strategy

secondary target


Gen X / Baby Boomers

(22)

They too want to stay connected through their product preferences

research & strategy

secondary target


Gen X / Baby Boomers

(22)

They will experience the highest growth rates over the next 5 years, which has positive implications for anti-aging skincare category(23).

research & strategy

Beauty without boundaries Beauty without boundaries

business model

execution execution

business model

Avon will be placed in Sephora stores. Denver, Dallas and Miami stores will have an Avon counter with an 
 In-Store Consultant working (we will get to that in a second). Stores in Chicago, Los Angeles, and New York will have an external section for Avon. These external stores will be similar to the Victoria’s Secret/Pink model seen in many malls throughout the U.S.

execution execution

transition

IBC (Independent Beauty Consultant)

ISC (In Store Consultant)

Door-to-Door salesperson Hosts parties to obtain sales Was relevant years ago when women had time for parties/get togethers Will be phased out by January 2017

More of a consultant, not a sales person Works at Sephora stores Previous IBC’s will be given priority to transfer to ISC’s Will be more knowledgeable in make-up products/uses

execution

Revamp Website mobile

execution execution

Revamp Website mobile

The revamped website now reflects Avon’s primary target as well as the streamlining of the products. The simplified website is user friendly, not overwhelming, and easy to navigate. The change in fonts gives a different attitude, while Avon’s current color scheme makes it recognizable and rememberable to the secondary target (Avon’s core).

*Feel free to click “Revamp Website” and “Mobile” to take you to a prototype of the website. Hit the hamburger nav to take you to the eyeliner page.*

execution

Spokesperson

execution execution

Spokesperson Laverne Cox: Is an actress on Orange is the New Black and a LGBTQ Advocate A Transgender Woman Represents the spirit of this campaign because she breaks beauty boundaries on a daily basis

This campaign is not soley for transgender people, but for people who face boundaries everyday

execution

guerilla - phone booth

execution execution

guerilla - phone booth

Phone Booth will be placed in the middle of Times Square in New York City. This booth will have an interactive screen inside that allows users to talk to a real In-Store Consultant (ISC).

Users can ask questions pertaining to the IBC phasing out period, beauty and make-up, beauty boundaries, etc. At the end of the discussion users will receive a free 
 sample from a dispenser.

execution

Introducing laverne cox :15 OPENS ON A BLACK SCREEN AND LIGHTS BRIGHTEN TO REVEAL LAVERNE COX SITTING IN A DIRECTOR'S STYLE CHAIR. SHE IS WEARING A BEAUTIFUL DRESS WITH ELEGANT ACCESSORIES. THE BACKGROUND LOOKS LIKE A SET. NO PROPS OR FURNITURE IS PRESENT EXCEPT FOR LAVERNE'S CHAIR. LAVERNE STANDS UP FROM HER CHAR AND BEGINS WALKING TOWARDS THE CAMERA WITH PURPOSE. SUPER: Laverne Cox, True Beauty Advocate LC: Avon understands there is no one-size fits all approach to beauty. And why should there be?

Women come in all different kinds of beautiful.

LC: Join us in celebrating your true beauty. Because you’re more than just makeup.

FADE TO END CARD. LC: Avon. Beauty without Boundaries.

CTA> Join the conversation at avon.com

execution

house remodel

execution execution

house remodel Avon will visit cities, like Detroit, to re-model houses. There are many run down houses that were once beautiful years ago. So, Avon is going into Detroit to showcase the houses’ inner beauty and to showcase what they once were. Once these houses are fixed back up to show their true potential, the Avon houses will be given to a charity to be sold/donated to families in Detroit. Just like Avon, these Detroit houses will be renewed and brought back to what they once were.

execution

the house rebuild :15 FOOTAGE OF PEOPLE STARTING TO WORK ON A SERIES OF HOUSES. THE PEOPLE ARE WEARING PINK AVON T-SHIRTS. SHOW THEM BRIEFLY UNPACKING AND GETTING STARTED WORKING ON THE HOUSE. THESE AREN’T CONTINUOUS SHOTS BUT CLIPS PUT TOGETHER. VO: This year Avon wanted to show the true beauty of four houses located in the heart of Detroit.

STREET LEVEL SHOTS OF HOUSES RECORDED IN TIMELAPSE THAT HAVE BEEN REMODELED BY AVON. VO: We saw something special in them and wanted to share it with the world.

VO: Find out more about this project and the Avon true beauty standard on Avon.com.

VO: Avon. Beauty without Boundaries.

CTA> Discover true beauty

execution

Breaking Boundaries pre-roll :30 BLACK SCREEN WITH WORDS FADING IN THAT READ: We face beauty boundaries everyday…

So, Avon took to the streets to help people see beauty differently CUT TO SHOTS OF PEOPLE BEING INTERVIEWED. THE INTERVIEWER ISN’T ON SCREEN BUT THE MICROPHONE IN HIS HAND IS VISIBLE. WOMAN 1 & 2 ARE STANDING TOGETHER. Interviewer: Tell me, what beauty boundary do you struggle with?

Woman 1 (African American woman): Oh man, my acne!

Woman 2 (Asian woman): I get dark circles a lot…

CUTS TO ANOTHER RESPONSE. WOMAN 3 & 4 ARE STANDING TOGETHER. Woman 3 & 4 (White & Hispanic Gen X women): (look at each other and say at the same time) Wrinkles!

execution

Breaking Boundaries pre-roll :30 Interviewer: Where do you think these boundaries came from?

Woman 2: Hmm‌ Fashion magazines probably.

Woman 1: People made fun of my zits.

CUT BACK TO WOMAN 3 & 4.

Woman 4: My favorite actresses never have wrinkles.

Woman 3: Yeah, they make you look so old.

Interviewer: Do you think it's realistic to expect women to never have these issues?

Woman 1: Probably not, no.

Interviewer: And those women featured in fashion magazines have probably been airbrushed to remove any imperfections, right?

Woman 2: Oh, I saw this thing about that on YouTube, definitely!

execution

Breaking Boundaries pre-roll :30 Interviewer: So in other words, the women you compare yourself to aren't represented accurately.

Would you say beauty is specific to the individual?

Woman 3: Exactly. Beauty is in the eye of the beholder.

Woman 4: Sure, yeah.

FADES TO BLACK WORDS APPEAR ON THE SCREEN: We see beauty differently.

CUT TO END CARD THAT READS: Avon. Beauty without Boundaries.

CTA> Win a chance to meet Laverne Cox!

execution

interactive print ads

execution

interactive print ads

execution

Blogging Channels

Jaclyn Hill - Beauty Vlogger

i love make-up. - beauty channel

execution

130 year anniversary

execution

130 year anniversary pARTY The 130 Year Anniversary Party will be broadcasted live on Periscope and Snapchat. Exclusive attendees will receive swag bags filled with vintage products, and be able to get their 
 make-up done. Not only that, but attendees will be given the chance to meet Laverne Cox and ask her questions regarding beauty boundaries. The 130 Years of Beauty video will be launched at the party and later sponsored on BuzzFeed.

execution

mirror tvs

execution

mirror tvs

execution

mirror tvs

execution

mirror tvs

execution

OLA

execution

OLA

execution

OLA

execution

print back cover

execution

#asklavernecox twitter q & a

Minnie C. @_minnie92 @LaverneCox, what is your all time favorite @AvonInsider product? #AskLaverneCox

Laverne Cox @LaverneCox @_minnie92 @AvonInsider’s Extra Lasting Lipstick in Fiery Red!

execution

#asklavernecox twitter q & a

Perkins @perkins @LaverneCox who do u enjoy working w the most on #OITNB? #AskLaverneCox

Laverne Cox @LaverneCox @perkins I love them all, it’s hard to pick just one.

I really enjoy my scenes with @LauraPrepon & @UzoAduba though!

execution

#asklavernecox twitter q & a

Jazz @jazzeegrl6 @LaverneCox ~ how do you deal with mean people and their nasty comments? #AskLaverneCox

Laverne Cox @LaverneCox @jazzeegrl6 I just keep in mind that their comments are a reflection of them, not me. Stay positive, girl! <3

execution

#breakingboundaries

Twitter users will tweet #BreakingBoundaries to talk about how they have gotten past their beauty boundaries. This will help create more of a community and increase engagement as well as awareness.

execution

#breakingboundaries

execution

Interactive billboard

Laverne will be present at the billboard unveiling. She will step out from around the building and surprise people interacting with the billboard. Footage will be taken of peopleâ&#x20AC;&#x2122;s responses to billboard for social.

execution

Interactive billboard

Laverne will be present at the billboard unveiling. She will step out from around the building and surprise people interacting with the billboard. Footage will be taken of people’s responses to billboard for social.

LAVERNE WILL BE PRESENT AT THE BILLBOARD UNVEILING. SHE WILL STEP OUT FROM AROUND THE BUILDING AND SURPRISE PEOPLE INTERACTING WITH THE BILLBOARD. FOOTAGE OF PEOPLE’S RESPONSES TO BILLBOARD FOR SOCIAL. Touch Screen: LAVERNE COX WAVES AND TRIES TO GET PASSERBYS ATTENTION. LC: Hey! WHEN PEOPLE APPROACH, SHE BEGINS DIALOGUE: LC: Hi, what’s your name?

LC: Hi (repeats name back to them)! How are you doing today?

FIVE EMOJI OPTIONS POP UP ON THE TOUCH SCREEN FOR PEOPLE TO SELECT (SMILEY FACE WITH OPEN SMILE, REGULAR SMILEY FACE, NEUTRAL FACE, FROWNY FACE AND CRYING FACE).

BASED ON WHICH ONE THE USER TOUCHES, LAVERNE’S RESPONSE WILL CHANGE. SMILEY FACE WITH OPEN SMILE – LC: Yeah, you’re lookin’ good! I’m feeling that outfit! Work it!

SMILEY FACE – LC: Oooh, I can tell. You are just glowing today. (TO EVERYONE PASSING BY WHILE POINTING) Everyone take note because this is fierceness!

NEUTRAL FACE – LC: We all have days like that! Just remember to always be yourself because you are awesome because you are you.

FROWNY FACE – LC: Aww, things will get better! And don’t forget to smile because you are absolutely amazing in every way.

CRYING FACE: Oh honey, I hope you know that you are perfect just the way you are. Keep your chin up and remember that you are strong.

LC: I just wanted to take some time today to remind you that you are beautiful just the way you are.

IN THE CORNER OF THE BILLBOARD IS AVON’S LOGO WITH THE TAG “BEAUTY WITHOUT BOUNDARIES”.

WHEN NO ONE IS AROUND TO ACTIVATE THE MOTION SENSOR, LAVERNE DOES VARIOUS THINGS TO KILL TIME, LIKE: READING A BOOK, TOUCHING UP HER MAKEUP, LISTENING TO MUSIC WITH HEADPHONES ON AND DANCING OR TAKING A NAP AT NIGHTTIME.

execution

1 2016 – MEDIA SCHEDULE

January

February

March

April

May

June

July

August

September

October

November

Phone Booths - NYC New Website Redesign Laverne Cox Spokesperson Announcement Pre-Rolls Every Month

Pre-Rolls New Rewards Launch Sephora Entry 130 Years Party 130 Years Beauty Video Empowering Messages Mirror TV’s Sponsored Beauty Reviews Blogs

Rotates With Jaclyn Hill & I Love Makeup (ILM.) Rotating Print Ads

Print Ads Twitter Q & A Twitter Social Contest Animated Billboard - Miami Building Renovations OLA Confidential

execution

Laverne Print Cover

Rotating Print Ads

December

budget Campaign Budget Guerilla

Transition from IBC to ISC

Redesign of webpage Digital Ads

$10,000,000 $17,545,755

$100,000,000

Interactive Billboard Pre-Rolls + Placement Print Ads Social Media

Placement in Sephora

Business Budget $102,499,873

YouTube Channel Anniversary Party Promotional Packaging Spokesperson

kpi & recap

Key Product Indicators

Although we cannot measure an increase in self-esteem, we can measure the levels of engagement, sales, likes, retweets, and interaction among consumers. Avon will measure this throughout the campaign as well as after.

kpi & recap

recap Access Changed the way Avon sells their products by transitioning them to be sold in Sephora stores, all while providing the consumer with in-store consultants.

Streamline Revived their identity by focusing Avon’s products lines to keep makeup, bath & body, fragrance and jewelry.

Position With these changes to Avon's business model, we'll position Avon as a major beauty brand competitor while maintaining their legacy for empowering women.

Execute Created an effective integrated campaign that creates brand awareness, brings women together and encourages them to break beauty boundaries that they face everyday.

overview

appendix (1) http://www.heartofleadership.org/statistics/ (2) https://www.dosomething.org/facts/11-facts-about-teens-and-self-esteem (3) http://www.cosmeticsdesign.com/Market-Trends/US-consumer-trends-to-influence-beauty-and-skin-care-brands-in-2015 (4) Dove Real Beauty Sketches (5) http://www.huffingtonpost.com/taylor-griffith/too-much-makeup-too-soon_b_4960004.htm (6) http://www.pwc.com/gx/en/retail-consumer/retail-consumer-publications/global-multi-channel-consumer-survey/retail-subsectors/health-beauty.jhtml (7,8) http://www.pcrm.org/research/animaltestalt/cosmetics/americans-oppose-testing-cosmetics-on-animals (9) http://www.glammonitor.com/2015/anti-aging-products-dominate-the-cosmetics-industry-but-will-the-pro-age-revolution-challenge-that-2920/ (10) Mintel: Color Cosmetics US July 2014- Use of Eye Care Cosmetics (11) Avon Financial Statements (12) Survey (13) http://www.glammonitor.com/2015/anti-aging-products-dominate-the-cosmetics-industry-but-will-the-pro-age-revolution-challenge-that-2920/ (14) Mintel (15) http://www.mediapost.com/publications/article/180628/clothing-haul-videos-hit-youtube-lead-to-rising-r.html (16) http://www.forbes.com/sites/tykiisel/2013/03/20/you-are-judged-by-your-appearance/ (17, 18) Mintel (19) http://www.independent.co.uk/news/uk/this-britain/girls-as-young-as-seven-wear-makeup-to-emulate-heroes-6162154.html (20) Survey.

(21) Mintel.

(22) http://www.millennialmarketing.com/who-are-millennials/ (23) https://books.google.com/books?id=bZUPceXxVP4C&pg=PT151&lpg=PT151&dq=ding+dong+avon+calling+longest+running+campaign+in +history&source=bl&ots=G4lYqqWw6m&sig=Z2j0Y1NtdS8_bq5QCyYSXbdfjZg&hl=en&sa=X&ved=0CC4Q6AEwA2oVChMI-vLiobqSxwIVkxGSCh0Adg_1#v=onepage&q=ding%20dong%20avon%20calling%20longest%20running %20campaign%20in%20history&f=false

kpi & recap