AVON
CONTENT PAGE 2 Brand story - More than just a brand 6 Brand overview - Who we are from the beginning til’ today 8 Brand values - What we stand for 13 Brand experience - We stand out from the rest 25 Target audience - Who exactly is the Avon girl? 31 Brand style - How we present ourselves to you 35 Our campaign - We love to engage our girls
Her elegance captures your eyes
Her compassion melts your heart
her strong presence lingers around you
brand overview Avon started in 1886 with the hard work and grit of the ladies who were recruited as Avon representatives way before they possessed the rights to vote. Since then, Avon has grown into a brand that exudes sophistication, confidence and an appreciation for beauty on its surface and within. We remain rooted in empowering women through her beauty while awakening the inner confidence in her so she reaches her full potential. As a cosmetics brand, our purpose doesn’t end the moment she puts her brushes down. That moment is when our purpose begin to unfold as we accompany her throughout her day.
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mission To provide women with quality beauty tools and the support they need to bring out their confidence from within.
vision To be a brand that is more than just about cosmetic beauty, a brand that nourishes the attitude of compassion and the upholds the importance of intelligence and independence.
our promise To inspire moments of optimism and uplift among women and to continue our tradition of empowering women.
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brand values 8
confidence At Avon, we value confidence. We believe that every woman has confidence within her which shines when she gets in her element. Our products are designed to give her the subtle support she needs to bring out her confidence from within.
sophistication An Avon girl is never just a pretty face. She spends hours making herself beautiful but that’s just preparation to conquer the day. She is a sophisticated individual, well-mannered and well-learned. She knows what she wants in life and she’s not afraid to earn it.
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compassion Avon, and our army of beautiful girls know very well that true beauty is not only skin deep. Its about sharing our joys with other women, supporting each other through good times and bad and leading young girls to grow into beautiful strong individuals.
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THE BRAND EXPERIENCE
from an avon girl 14
TO an avon girl 15
A community of support & shared passions
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The look
Fresh-faced mogul 18
The look
a million bucks 23
The look
She means business
The look
cutie on a mission
The look
Hottie with ambition
The look
business bombshell 21
“bars? i raise them. lives? I change them.� 24
Target audience The independent girls, The beauty & the brains and the entrepreneur
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“Yes, we’re pretty, but it doesn’t stop there”
Alexandra Wolf
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Alexandra Wolf Entrepreneur Alexandra’s Bossbabe network was founded on the basis of gathering modern businesswomen and creating a network of support and sharing. She believes that the businesswomen of today are very feminine, shares the same desires of other girls, yet are also successful businessowners. She doesn’t see being beautiful and business-savvy as seperate entities. To her, Avon is a makeup brand that shares the same principles. A light swipe of Avon makeup gets her ready to conquer the day.
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brand style 31
archetypes The royalty, The caregiver and The lover Powerful, successful
Compassionate
Avon Maybelline Revlon Low Price
Trendy Benefit
MAC Dior High price
Silkygirl Mary Kay
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Loves beauty & attraction
Not trendy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.!
Calluna
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,.!
BEBAS NEUE
typography, colours & patterns
#f8cad6 #000000
#ffffff Stripes
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campaign “what lip colour is that?” “Where did you get that outfit?” “What shade of blusher is that?” #whatimwearing is an Instagram campaign inspired by the daily conversations of the women of Instagram. Whenever someone looks stunning in a photo, her comment section would be flooded with ladies seeking ways to achieve the same look. The reason for this behaviour is simple, every girl wants to be inspired and desires to look equally stunning. Avon recognises this desire but we believe that women should not only be sharing what they wear on the surface, but also the secret of they beauty from within. This way, girls can spread the positive attitude and carry the characteristics of the true Avon girl; a beautiful face. mind and soul.
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The campaign
#whatimwearing #avongirl
the true spirit of the avon girl, remains the same
times may have changed... but
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bibliography http://xristinatr.tumblr.com/post/110184478265/pakotka-julie-ordon http://theultralinx.com/2013/04/random-inspiration-79-architecture-cars-girls-style-gear/ http://lolobu.com/set/40596 https://rendasepaetes.wordpress.com/2012/05/page/2/ http://senyahearts.tumblr.com/post/67196456415/marloes-horst-for-harpers-bazaar-australia http://lolobu.com/look/4843 https://www.bloglovin.com/blogs/pantone-4c-10644271/mytumblr-wall-4356624565
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