VISUAL STRATEGY GUIDE
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VISUAL STRATEGY GUIDE
Table of Contents “Although beauty may be in the eye of the beholder, the feeling of being beautiful exists solely in the mind of the beheld.” —Martha Beck
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01
BRAND OVERVIEW
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Description History Avon Women Timeline
02 BRAND VISION
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Rebranding Objective Keyword Mission Statement Brand Grid
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AUDIENCE
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Personas
04 COMPETITION Current Competitors Adjacent Competitors Future Competitors
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BRAND OVERVIEW
BRAND OVERVIEW
DESCRIPTION Avon is a beauty brand that was founded in 19th century by David McConnell. The company does everything from makeup, skin care, fragrance, jewelry, fashion, home and wellness. Avon always believed in empowering women, by making them the representative of the brand but also in supporting several causes and foundations. HISTORY Avon was founded by the American business man David H. McConnell in 1886. McConnell was first a book salesperson and he would give beauty products as gifts. With that he realized that people were more interested in those free samples than the actual books themselves. He then founded Avon which was a perfume company at first, and would recruit a team of women to be the Sales Representatives, and sell the product. Being the fifth beauty company worldwide, Avon sells everything from: cosmetic, household and personal care products. The brand takes care of the customers and representatives, making sure everyone belongs to one safe community.
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AVON / Visual Strategy Guide
AVON WOMEN In the Avon history, women are at the very core of the brand and helped build up the brand to where it is today. When it all started women didn’t even had the right to vote, they didn’t even have financial independence whatsoever. But one women, the first woman from within the Avon’s history confronted these conventions, when she became the first Avon sales representative—Mrs. Persis Foster Eames Albee. Mrs Albee was born in 1836 and was known for her style and savvy, which attracted right away the attention of the Avon founder David H. McConnell. He then made her the first traveling salesperson, for the company. She helped to build a community within the Avon brand, by recruiting other saleswoman. By doing so, Albee empowered all these women by giving them a respectable position in the business industry, all that 34 years before they had the right to vote. Ann Meany who was one of the company’s first employees that Albee hired, wrote about Mrs Persis in her memoirs: “She was about 60 in 1985 and was still making trips, working almost entirely under Mr. McConnell’s direction. “
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BRAND OVERVIEW
Today, Avon Representatives have really placed Mrs Albee on a pedestal—literally. Albee’s persistence and goals shows us that no matter what dreams we have in life, big or small, we all have to go after them. Her story is an inspiration to each and every women out there, and that’s what Avon is all about.
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TIMELINE
CPC expands and issue its first brochure.
CPC changes it’s name to Avon, and it’s logo and name is used on a cosmetics line.
1886
1915
1957 1929
1896
CPC expands to Montreal, Canada making the company’s first international expansion.
CPC (California Perfume Company) was founded by the American business man David H. McConnell in 1886.
Avon reaches at 100,000 Representatives and the company breaks the $100 million sales mark.
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BRAND OVERVIEW
Avon Products, Inc. and New Avon LLC becomes two
Avon starts selling jewelry and becomes the biggest jewelry manufacturer worldwide.
separate companies.
The Avon Foundation launches its domestic violence program, “Speak Out Against Domestic Violence�.
1993
2014 2016
2004
1971
The Avon Foundation introduces the Justice Institute on Gender Based Violence.
Avon UK launches the Breast Cancer Crusade by selling a Crusade pin to raise funds and awareness for breast cancer.
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BRAND VISION
REBRANDING OBJECTIVE Avon is a beauty brand that was founded in 19th A company that was mainly founded for women, to make them feel confident and strong. In their current logo, the tagline “the company for women” reinforces the mission that Avon is all about. The goal of this rebranding is the push the Avon brand even further than what it is today. I believe that empowering women comes from every aspect not only from a physical point of view. We can develop Avon so that its there for women in all aspects of their lives. We want to teach women to protect themselves and their inner beauty. Everyone deserves to feel confident and empowered, and that’s not only done by feeling beautiful from the outside, the better, healthier you feel the more beautiful you will feel in return.
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NEW MISSION STATEMENT
“Avon’s mission is all about helping women to not only be beautiful but to feel beautiful. We empower and educate these women to live their healthiest and happiest life.”
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KEYWORDS
WELLNESS Making sure our customers are feeling good in their own skin by taking care of their health.
EMPOWERMENT We want every women to feel empowered and proud of who she is and who she wants to become.
BALANCE Providing a balanced and healthier lifestyle choice, so that women can live their happiest lives.
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BRAND GRID Who We Were Old fashioned ClichĂŠ Fragile
BRAND VISION
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Who We Are Free Healthy Strong
BRAND VISION
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AUDIENCE
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THE INFLUENCER Gabriella Silva, 25 years old
Gabriella swears by brands such as Bare Minerals, Too Faced and Avon because each brand has exactly the product she needs to feel confident. Her mom was a makeup artists for a famous TV channel in Rio so she taught her everything she needed to know about make up.
NATIONALITY Brazilian LOCATION New York OCCUPATION Instagram Influencer MAKEUP Lipstick
Gabriella collaborates with several brands through Instagram, that has helped her to gain followers and popularity. She decided to quit her boring job to become an influencer because she wants to encourage other people to just be whoever they want to be and not be scared to show it. Her go to product is lipstick, because she can match the color of her lips to her mood and outfit. She says that the color of the lipstick someone is wearing says it all about their personality. Gabriella was an introvert before she found a way to express herself through her make up, and now she wants to share that with her followers.
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AUDIENCE
THE LAWYER Hui Ying Kim, 35 years old
Hui Ying decided to drop out of medical school after the first year and decided to follow her dream of becoming a successful lawyer instead.
NATIONALITY Korean LOCATION Seoul OCCUPATION Family Lawyer MAKEUP Blush
She always wanted to please her parents and do whatever they told her to do, but she quickly understood that if she wants to be happy she had to follow her dreams. When she’s not defending clients she’s outdoors running or in a gym. Practicing sport in a regular basis makes her feel more confident. She’s eats very healthy and always cooks at home so she can watch better what she makes for herself. Running makes her feel strong, in control and confident. Hui Ying takes care of herself, she eats healthy and has a self care routine, that she sticks too. Her make up is very subtle and allows her to show her natural beauty and features.
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THE COOL GRANDMA Marcia Miller, 59 years old
Marcia loves spending time with her grand children because they make her feel energetic and young. Marcia worked for different museum and galleries before she opened her own.
NATIONALITY American LOCATION Portland
Opening her own gallery was a big step forward for her because it makes her feel in control.
OCCUPATION Curator MAKEUP Anti-Aging Cream
She’s also a volunteer of the Women Foundation of Oregon, and helps the board with their events. Marcia takes very good care of her skin, she applies day and night cream on a daily basis, it makes her feel beautiful. It took her a long time to be where she is today, but she always pushed through and never gave up on her dreams. She regularly goes for check ups, because Marcia knows she’s getting older so she needs to be careful with her health.
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AUDIENCE
THE PROTECTIVE MOM Karen Davis, 30 years old
Karen just gave birth to her second child, her husband and her decided she would stay at home the first year, so she can take care of their newborn baby. NATIONALITY American LOCATION San Francisco OCCUPATION Stay at home mom MAKEUP Concealer
Although she loves staying at home to look after her baby she’s very tired and the circles around her eyes show that. She doesn’t have time to wear any make up, but to hide her fatigue she puts her favorite concealer on. She regularly practice yoga at home, because it relaxes her and makes her feel good. She can’t wait to go back at work, where she is a Graphic Designer for Pinterest. Her husband always encouraged her to pursue her goals, he helped to grow and become the woman she is today. She attends a lot of creative talks because she loves to hear about others journey and success.
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THE STUDENT Lola García, 19 years old
Lola is an international student from Argentina, and decided to study abroad. The health insurance from her school is very expensive so she doesn’t want to ask her parents to pay extra for this.
NATIONALITY Argentina LOCATION Austin
She has a health insurance at home, that covers a little if something happens while she’s here in the US.
OCCUPATION Student MAKEUP Mascara
She would love to find a women’s clinic so she can at least, go for check ups for everything that’s related to women’s health. Lola loves sport, she runs around the city, it’s a good way for her to get familiar with the place and stay active at the same time. . Her studies are very stressful on her and she wants to succeed, so she pushes herself harder. Her parents want her to go back home after she graduates but she wants to find a job so she can stay in the US.
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AUDIENCE
THE GAME DEVELOPER Paola Pérez, 34 years old
Paola has always been used to the fact that there is more men in her industry than women, but that didn’t stop her to become the best developer she could be. NATIONALITY Mexican LOCATION Chicago OCCUPATION Game Developer MAKEUP Eye Shadow
She felt a little intimidated when she got her first interview but she showed she deserved the spot more than anyone else. Paola grew up in a family with 4 brothers, so that made her into a woman with strong personality and mental. Her parents always pushed her to have some goals in life and do everything she can to achieve these goals. She is working really hard to create her own independent game company, which she decided to do before she was 40. Paola always loved make up and she’s not scared of applying too much, especially when it comes to eye shadow. Being a single mom pushed her to always work twice as hard so that her children don’t miss anything.
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THE BANKER Andrew Smith, 44 years old
Andrew works a lot and doesn’t have a lot of free time, when he does he prefers to chill at home with his girlfriend. His girlfriend cooks healthy meals for him because otherwise he would only eat junk food.
NATIONALITY Canadian LOCATION Toronto OCCUPATION Personal Banker MAKEUP Moisturizer
She’s the one who buys all the products for Andrew and her. Although he doesn’t take much care about his appearance, he does apply moisturizing cream on a daily basis. Although he’s not often at home when he is he tries everything to make his girl happy. Andrew goes to the gym with his buddy Carl from time to time. He works hard because he wants to save up and start a family soon.
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AUDIENCE
THE ANTI MAKEUP Caterina Moretti, 26 years old
Caterina lives in Rome where she grew up with her family.
NATIONALITY Italian LOCATION Rome OCCUPATION Interior Designer MAKEUP Gloss
She never really cared about wearing make up or wearing fancy clothes, she always thought that being comfortable was the most important thing. Her mom always told her to wear a little lipstick but she never really did, except from gloss. She has a sensitive skin and so she is really careful on what kind of moisturizing creams she puts on. The rest she just prefers to avoid all together. Her boyfriend loves the fact that she’s natural, and tells her she’s beautiful the way she is. She never felt comfortable wearing any makeup and her skin looks good naturally. Caterina always hated the fact that beauty products were tested on animal that is one of the reasons why she never wanted to buy any product.
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COMPETITION
CURRENT COMPETITORS Avon’s current competitors are all in the beauty industry. Those are makeup and skin care brands in the that have the same mission and goal than Avon.
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COMPETITION
REVLON
L’OREAL
Revlon is an American cosmetics, skin
L’Oreal is a French world leader in the beauty de-
care, personal care and fragrance comp-
partment. The company was founded in 1909 by
any founded in 1932 by Charles Revson.
Eugene Schueller.
The brand is all about beauty, glamour and perfection.
BENEFIT The San Francisco based cosmetic brand founded
M.A.C
in 1976 by the couple Jean and Jane Ford. The mis-
MAC is now part of the Estee Lauder Group,
sion is to create products to express who they are
and was established in Toronto, Canada in
best, for every women.
1984. The brand was all about looking good on camera, that’s how the brand first came to life.
SEPHORA The French multi national chain for personal care and beauty product was founded in 1969. Their all
NARS
about encouraging women with their bold choices
Nars is a French based company that was
in life.
founded in 1994. The brand is all about empowering women, to experiment and have fun with make up.
MAYBELLINE Maybelline is the number 1 American cosmetic brand founded in 1915. Their goal is to aspire
ESTEE LAUDER
people to express their individual personalities to
The American company founded in 1946 is
the fullest.
all about helping women look and feel their most beautiful self.
CLINIQUE Clinique Laboratories is an American manufac-
COVER GIRL
turer founded 1968. The mission is to be the most
Covergirl is an American cosmetics company
prestigious and trusted within the beauty brands.
founded in 1989. The brand push people to be their unique selves through makeup.
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ADJACENT COMPETITORS Avon’s adjacent competitors are companies that are still in the beauty department somehow but without selling cosmetics. These brands sell products for women to make them feel good about themselves.
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COMPETITION
URBAN DECAY
P&G
Urban Decay is all about empowering
Protector & Gamble is an American consumer
women, from the products they create to
goods company. The brand swears by its people
the causes they support.
and values by which they live.
LUSH
24H FITNESS
Lush’s mission is to make their products
24 Hour Fitness believe in a healthier generation.
by hand using only vegetarian and natural
They want people to be and fell good.
ingredients, with as little as preservatives as they can.
FABLETICS Fabletics which was founded by the American
EQUINOX
Actress Kate Hudson is all about inspiring woman
The American luxury fitness gym describes
to stay active in their everyday life.
itself as a temple of well-being.
THE BODY SHOP
GLOSSIER
The Body Shop was founded in England in 1976,
The American company Glossier say that
and they believe in dedicating themselves in pur-
they are inspired by what girls need in real
suing a social and environmental change.
life. They help women feel confident.
VICTORIA’S SECRET
BARBIE
Victoria Secret is one of the largest American
Barbie believes they have a responsibility to
lingerie manufacturer was founded in 1977. Their
girls and parents to reflect a broader view
models who are called Angels were for a long time
of beauty.
viewed as the meaning of beauty.
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FUTURE COMPETITIORS Future competitors of Avon are companies that are all about women’s wellness and empowerment. These companies are currently where Avon will be with this rebranding. The goal is making the brand be more than a conventional beauty brand that is about the physical aspect, but push it towards the inner beauty.
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COMPETITION
FITBIT
WOMAN’S HEALTH
Fitbit is all about empowering and inspiring
The Woman’s Health Magazine is the to-go
people to live healthier, and more active life.
destination for woman for workout advice, health
DOVE Dove is all about inner beauty. To give the
choices, weight loss tips and so on. They cover woman’s health on every aspects.
confidence to women to feel beautiful just
PLANNED PARENTHOOD
the way they are.
The American non-profit health care organization
LULULEMON The American retail chain wants women to live a longer, healthier and more fun life. ALWAYS Always empowers women to live life without limits through trusted feminine hygiene products and education. GNC General Nutrition Centers is the largest American company that sells health and nutrition components. Their mission is to improve peoples quality of life.
believes in promoting the ability of all individuals to lead fulfilled lives, build healthy families, and make informed decisions through high-quality health services. WHOLE FOODS Whole Foods is an American supermarket chain that has the only purpose of nourishing people and the planet, with the best products. HONEST BEAUTY Honest Beauty is a wellness brand with values that are rooted in consciousness, community transparency and design. NOOM Noom are all about creating products to help people live healthier lives. They provide a personalized plan that makes a balance, healthy life attainable and fun.
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“Beauty is how you feel inside, and it reflects in your eyes. It is not something physical.” —Sophia Loren
MOVING FORWARD After identifying where the Avon brand was standing and where it needs to be with this rebranding, we are moving on to the next phase. In the next book we will develop and research the visual look and feel of our brand.
DESIGN Elena Van Der Westhuizen CLASS GR 604 Nature of Identity Hunter Wimmer Spring 2019 TYPOGRAPHY Basic Sans PHOTOGRAPHY Adobe Stock Unsplash
This is a non-commercial style guide and is intended for educational purposes only. This does not reflect or represent the Avon brand. This book was created as part of a project for Academy of Art University.