Xinyi(Rachel) Li / 04649081
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The Nature of Identity
VISUAL STRATEGY GUIDE
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VISUAL STRATEGY GUIDE
TABLE OF CONTENTS
01 WHERE WE WERE Overview&History
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Timeline
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WHAT WE DO
WHO WE STAND FOR
Soul&Mission
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Personas
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Rebranding
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Current Competitors
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Who We Were
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Adjacent Competitions
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Who We are
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Aspirational Competitions
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Keywords
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Brand Attributes
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01 WHERE WE WERE Overview&History Timeline
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Visual Strategy Guide
ABOUT AVON Avon brings beauty to the lives of women all over the world. Avon is the Company that for 130 years has proudly stood for beauty, innovation, optimism and, above all, for women. The brand not only focus on research and development of women’s beauty, but also care about women’s health and provide support. They support self-expression by challenging stereotypes, supporting freedom of expression, democratizing beauty and representing a wide range of women. They believe that when one woman’s life improves, it benefits her family, her community and the wider world we all live in. Avon wants to help women succeed in their own way and on their own terms.
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Where we were
“Our hard work and our belief will help create better lives and open new opportunities for future generations of women. But with this opportunity comes significant responsibility. ” —Andrea Jung, Avon’s chief executive
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AVON HISTORY In 1886, David H. McConnell founded the California Perfume Company, which would become Avon, in New York City. The company changed its name to Avon in 1939 in honor of Shakespeare's hometown, Stratford-on-Avon. Avon's direct-marketing system was developed by Mrs. P.F.E. Albee in 1886. It was the first of its kind. Direct-marketing offered women a chance to work outside the home in an era when they had few opportunities to do so. Avon sells products in over 100 countries. After unsuccessful efforts at diversification into the health-care service industry left the company with massive debts in the 1970s, Avon began to refocus on its roots: beauty products and direct selling.
1971-06-18 Newsletter/Avon Products
1979-02 Avon Jewelry
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Where we were
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TIMELINE
The company is renamed Avon.
David H. McConnell founds the California Perfume Company (CPC).
1886
He hires Mrs. P.F.E. Albee to be his first Sales Representative in same year.
1936
The Avon Foundation is founded in the U.S. Its first grant is a single $400 USD scholarship.
1955
1957
1946 Avon goes public in 1946 (and is later listed on the New York Stock Exchange in 1964).
The number of Avon Representatives grows to 100,000.
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The company holds its first walk to raise funds for breast cancer.
1998
1978
2014
The Avon Foundation funds a new global initiative to support women: The Justice Institute on GenderBased Violence
2016
2004 One million mumbers with sales totalling more than $2 billion USD.
Where we were
The Avon Foundation launches its first domestic violence programme, “Speak Out Against Domestic Violence�.
Avon and Avon Foundation for Women reach $1 billion USD contributions milestone.
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02 WHAT WE DO Soul&Mission Rebranding Who We Were Who We are Keywords
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SOUL Advocating for women's health.
OUR MISSION Avon's mission is to advocate for women's health and help women be more confident in life.
REBRANDING Avon will provide support for women that can help them be more healthy and confident. We will do this by supporting programs that offer economic opportunities, such as providing care and research for breast cancer. Avon appeals to more people to care about women's health issues. New Avon gradually help women be confident and independent through education, service and products designed specifically for women.
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What We Do
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WHO WE WERE The current state is the brand as it exists today. The images are in nine categories that include object, architecture, texture, person, color, animal, activity, chair and drink. The old look of Avon is familial feeling, and it’s also connected to being friendly and cheerful. The old Avon provides opportunities for women to balance work and family.
Familial Friendly Balance Cheerful
What We Do
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WHO WE ARE Each brand can be described in a very distinct way. I try to use specific images to guide the viewer to the essence of the brand itself and how to improve in the future. The new Avon focuses more on women's self-worth and advocates for women's health to help them be more confident and independent in life. The new Avon will be more positive and gentle, and we will try to explore more ways to help women in different aspects.
Healthy Confident Independent Positive Gentle
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“If we stop and look over the past and then into the future, we can see that the possibilities are growing greater and greater every day; that we have scarcely begun to reach the proper results from the field we have before us.” —David H. McConnell, Avon's Founder
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KEY WORDS
Confident
The new Avon will help women be more confident.
Gentle
The brand will focus on how to protect women's health.
Independent
One goal of the new Avon is hope women could be strong and rely on themselves.
What We Do
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03 WHO WE STAND FOR Personas Current Competitors Adjacent Competitions Aspirational Competitions Brand Attributes
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PERSONAS
Personas are vital to the success of a product because they drive design decisions by taking common user needs and bringing them to the forefront of planning before design has actually started. I think create personas with different traits can help brand to explore and analyze the demand of audiences and find different solutions. Personas provide the team with a shared understanding of users in terms of goals and capabilities.
Who We Stand For
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Injured Dancer Ariel Jones Age: 31 Gender: Female Occupation: Dancer
— She is an outgoing person so she has many friends to help and encourage her to overcome the problems. — She believes dancing is a big part of her life because she has been learning to dance for a long time. — She was depressed because her leg was hurt in an accident. — She likes to travel because she wants to learn a different culture and to increase her life experience. — She wants to learn more new skills because of her injured leg, and she wants to find new work. — She always stays positive and passionate about life because she thinks a good mentality determines success. — She spent a lot of money and time on rehabilitation treatment because she wants to restore her health as soon as possible.
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New Graduate Joy Zhang Age: 26 Gender: Female Occupation: Graduate
— She is anxious because she can't find a satisfactory job, and her parents put pressure on her. — She spent a long time on fashion ideas because she is a fashion design graduate, and she needs to finish her final work. — She likes to wear make up every day because she thinks make up make her be more confident. — She likes to read fashion books and listen to music in her free time because she wants to get inspiration. — She pays a lot of attention to her appearance so she spends a lot of money on shopping. — She goes to the gym at least three times a week because she wants to stay in shape. — She wants to create herown fashion brand in the future because of her dream of helping more people find their own style.
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Single Mother Jocelyn Smith Age: 29 Gender: Female Occupation: Mother
— She is a single mother raising a child on her own, and she wants to give her baby the best life. That's the reason for her hard working. — She has a part-time job on the weekend because she wants to make the most of her time. — She worries about her health and doesn't have time to go to the hospital for a checkup. — She still feels happiness even though she is very tired because she gains a sense of accomplishment. — She made plans to learn new skills because she wants to make some changes for herself. — She insists on exercising every day because she wants to stay healthy. — She wants to be an independent and confident woman to set an example for her children.
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An Internet Celebrities Nicole Duff Age: 35 Gender: Male Occupation: Make-up Artist
— She buys fashion magazines every week because she needs to pay attention to fashion trends. — She insists on going to the gym every because she wants to keep fit and healthy. — She has many female audiences who wants to learn how to improve their quality because of her job. — She plans to go to the hospital for a checkup every year because she worries about her health. — She has many female friends because they are concerned about the same things. — She teaches women how to apply makeup online for free because she wants to help women be more confident. — She follows many women's organizations because she needs to know how to help her audience.
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Middle School Students Trinity Clark Age: 15 Gender: Female Occupation: Student
— Her parents are very busy so she needs to take care of herself, and she wants her partents' caring. — She makes a schedule for her school work because she wants to improve her efficiency. — She likes to watch a movie at home with friends on the weekend because she doesn't like to stay alone at home. — She reads many design books and learns more skills because she wants to be a designer in the future. — She takes part in two sports club activities because she wants to improve her physical fitness. — She is afraid to communicate with strangers because she is introverted and not good at social activities. — She is looking for some ways to help her be more confident because she wants to make changes.
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A Sweet Husband Ethan Johnson Age: 45 Gender: Male Occupation: Manager
— He always spends the whole weekend with his children and wife because he thinks family is important for him. — He made a plan for family travel because he thinks travel is a great way to maintain family relationships. — He likes to do exercises with his wife every day because he thinks a healthy body is important in life. — He helps his wife to take care of their children and do housework because he wants his wife have her own time. — He praises his wife every day because he wants to help her become more confident. — He encourages his wife to take part in outdoor activities because he wants her to enjoy her life. — He often discusses work-related matters with his wife because he wants to support her.
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Hard working Athlete Jerry Blake Age: 23 Gender: Male Occupation: Long-distance runner
— He eats very healthily because he needs to keep up his physical condition. — He has to train a lot every day because he has to prepare for the international competition. — He keeps a regular schedule because he needs plenty of rest. — He likes to follow sports news because he wants to know more information about sports. — He doesn't care about fashion because he thinks that is not important to him. — He likes to travel in his free time because he wants to enrich his life experience. — He likes extreme sports because he thinks it can help him keep his passion for life.
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A Staid Scientist Dick Gomez Age: 61 Gender: Male Occupation: Biologist
— He likes to stay in the lab to do more research. — He doesn't have enough family time because he spends lots of time on his research. — He likes to schedule his time because he doesn't want to waste time on small things. — He teaches at a college, and he is a strict teacher. — He always focuses on some details of his work because he doesn't want to make any mistakes. — He likes to take a walk after dinner to stay healthy. — He hasn't had a vacation for a long time because of his work.
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CURRENT COMPETITIONS Current competitors are cosmetics brands that provide similar beauty or skin-caring produces by Avon. Some of these brands have the same business model as Avon, like Mary Kay.
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Who We Stand For
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e.l.f
Pond's
e.l.f. Cosmetics is an American cosmetics brand based in Oakland, California. According to the company, its products are 100% "cruelty-free", and it supports PETA's no fur campaign.
Pond's is a brand of beauty and health care products, currently owned by parent company the multinational corporation Unilever.
NYX L'Oreal L'Oréal S.A. is a French personal care company headquartered in Clichy, Hautsde-Seine with a registered office in Paris. And it is one of the world's largest cosmetics company.
NYX Professional Makeup is a cosmetics company that is a subsidiary of L'Oréal. NYX Professional Makeup is certified and acknowledged by Peta as a cruelty-free brand, and they offer a wide range of vegan-friendly products.
Revlon
Clinique
Revlon, Inc. is an American multinational cosmetics, skin care, fragrance, and personal care company headquartered in New York City was founded in 1932.
Clinique Laboratories, is an American manufacturer of skincare, cosmetics, toiletries and fragrances, usually sold in high-end department stores. It is a subsidiary of the Estée Lauder Companies.
Mary Kay Mary Kay Inc. is an American privately owned multi-level marketing company. The company was founded by Mary Kay Ash in 1963.
Maybelline Maybelline LLC, branded as Maybelline New York, was created by a 19-yearold entrepreneur named Thomas Lyle Williams in 1915. Company is a major American makeup brand sold worldwide and a subsidiary of French cosmetics company L'Oréal.
MAC MAC Cosmetics, is an acronym for Make-up Art Cosmetics. is a cosmetics manufacturer founded in Toronto, Canada in 1984 by Frank Toskan and Frank Angelo.
Cover Girl CoverGirl is an American cosmetics brand founded in Maryland, United States, by the Noxzema Chemical Company. It was acquired by Procter & Gamble in 1989 and later acquired by Coty, Inc. in 2016.
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ADJACENT COMPETITIONS For adjacent competitions, some of these brands still focus on the beauty industry, and some are about fashion or health direction. The same point with Avon is these brands empower women in different ways.
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Victoria's Secret
The Body Shop
Victoria's Secret is an American designer, manufacturer, and marketer of women's lingerie, womenswear, and beauty products. The company was founded in 1977 by Roy and Gaye Raymond.
The Body Shop, is a British cosmetics, skin care and perfume company that was founded in 1976 in Brighton, UK by Dame Anita Roddick. It currently has a range of 1,000 products which it sells in about 3,000 owned and franchised stores internationally in more than 65 countries.
Lush Lush is a cosmetics retailer headquartered in Poole, Dorset, United Kingdom. The company was founded by Mark Constantine, a trichologist and Liz Weir, a beauty therapist.
Aldo The ALDO Group is a Canadian retailer that owns and operates a worldwide chain of shoe and accessories stores. The company was founded by Aldo Bensadoun in Montreal, Quebec, in 1972.
Coach is an American company specializing in luxury accessories such as handbags.
Women's Health Women's Health, published by Hearst, is a lifestyle magazine centered on health, sex, nutrition and fitness. On the Women's Health website viewers can access videos, print-outs, MP3s and personal trainers to use for working out and living a healthy lifestyle.
Dove
Nawbo
Dove is a personal care brand owned by Unilever originating in the United Kingdom. Dove wants to help girls to raise their self-esteem and realise their full potential.
The National Association of Women Business Owners (NAWBO) is an organization in the United States founded in 1975. They connect the networking of women-owned businesses to provide mutual support, share resources.
Michael Kors Michael Kors was founded in 1981 and is headquartered in New York City. Michael Kors took the luxury industry to a new stage and successfully shaped the concept of self-expression and difference in life.
Pantene Pantene is a Swiss-created American brand of hair care products owned by Procter & Gamble. The product line was first introduced in Europe in 1945 by Hoffmann-La Roche of Switzerland.
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ASPIRATIONAL COMPETITIONS Research aspirational competitors are an important part of the rebranding brand. New Avon will focus on how to help women be health and confident that have a similar mission with these brands.
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Who We Stand For
Women for Women
Built by Girl
This nonprofit seeks to support women displaced or marginalized by conflict and oppression in eight foreign territories. Many of their efforts are educationbased, facilitating classes and finding opportunities for graduates.
Builtbygirls encourages girls to use technology to identify and develop solutions that empower the 62 million girls that don’t have access to a traditional education across the globe.
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We Do Girl Up Girl Up is a movement committed to empowering generations of girl leaders with a goal to impact 100,000 girls by 2020.
We do is a global women’s advocacy organization for a just world that promotes and protects human rights, gender equality, and the integrity of the environment.
She Should Run
Girls On The Run
She Should Run is jump starting women’s political careers by inspiring more women to consider running for public office.
Girls On The Run helps inspire girls to be joyful, healthy, and confident using a fun, experience-based curriculum which creatively integrates running as part of the process.
National Organization for Women As the grassroots arm of the women’s movement, the National Organization for Women is dedicated to its multi-issue and multi-strategy approach to women’s rights, and is the largest organization of feminist grassroots activists in the United States.
Girl Boss Girlboss is a community of strong, curious, and ambitious women redefining success on our own terms. We are here to inform, entertain, and inspire action through the content and experiences we create. We are unapologetic in our beliefs and values of supporting girls and women who are chasing dreams both big and small.
NPWH The National Association of Nurse Practitioners in Women's Health's (NPWH) mission is to ensure the provision of quality primary and specialty healthcare to women of all ages by women's health and women's health focused nurse practitioners.
AWHONN The Association of Women's Health, Obstetric and Neonatal Nurses (AWHONN) is a 501(c)3 nonprofit membership organization. The stated purpose of AWHONN is to promote the health of women and newborns.
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BRAND ATTRIBUTES
5 Positive words:
5 Neutral words:
Elegant Kind Challenge Various Earnest
Reform Potential Wide range Optimistic High demand
5 Negative words:
5 Own words:
Faulty Radical Inefficient Clumsy Banal
Gentle Balance Self-cognition Flexiblity Openness
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THE NEXT PHASE
According to the research, we explored the brand soul and find a new mission for rebranding. Our main target audiences are women, and the new vision of Avon will be gentle to help women. In the next book, three camps of the logo will be created based on three keywords, and the process is various to show the development of the final logo. We will get some inspirations from different brands to design the logo standards.
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Who We Stand For
We’re reigniting Avon’s strong sense of purpose and doubling down on our efforts to support women and provide more meaningful and rewarding opportunities for our beauty entrepreneurs.” —Jan Zijderveld, CEO of Avon
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01/ VISUAL STRATEGY GUIDE Designed by Xinyi (Rachel) Li GR604_Nature of Identity Instructor: Hunter Wimmer Photo Credit: unsplash.com pinterest.com Printing & Binding: Blurb.com Paper: Premium Matte. 100# Text