AVON_The visual strategy guide

01 THE VISUAL STRATEGY GUIDE

Avo

THE VISUAL STRATEGY GUIDE

Avon

The Visual Strategy Guide

01 02

THE PAST Brand Overview

01

Avon’s Time Line

02

Post Brand Competition

04

THE FUTURE Soul and Mission

08

Who We Were

10

Who We Are

12

New Vision

14

Audience

16

Competitors

22

Avon

The Visual Strategy Guide

Chapter 01

THE PAST

Brand Overview Avon’s Time Line Post Brand Competition

00

Avon

The Visual Strategy Guide

01 BRAND OVERVIEW

HISTORY

Avon offered women the opportunity to be CEOs of their own businesses and control their economic destinies. Avon has been empowering women for 130 years.

Avon Products, Inc, known as Avon, is an American international manufacturer and direct selling company in beauty, household, and personal care categories.

In 1886, 34 years before women in the U.S. earned the right to vote, Avon’s founder, David H. McConnell, helped give them the chance to earn an independent income. He didn’t set out to create a beauty company. In fact, McConnell was a traveling book salesperson who offered fragrances samples as an additional perk to his female customers. He saw that these women were more interested in the free perfume than the books. Since women had a passion for his products and loved networking with other women, McConnell was inspired to recruit them as Sales Representatives. From a small New York City office, McConnell himself mixed the company’s first fragrances.

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Avon

The Visual Strategy Guide

AV O N ’ S TIME LINE

This began Avon’s long history of empowering women around the globe.

1886

1892

1909

1916

1929

1932

In1886, David H. McConnell decided to sell perfumes

On June 16, 1909, McConnell and Henderson signed

rather than books and he then started the business

an agreement of Corporation for the California Perfume

in a small office at 126 Chambers Street, in lower

Company in the state of New Jersey.

Manhattan, New York City.

In 1916, the California Perfume Company was incorporated in In 1892, McConnell changed the company name when

the state of New York. McConnell, Henderson, and William

his business partner, who was living in California,

Scheele were listed as company officials.

suggested that he call the business the California Perfume Company.

03 AVON’S TIME LINE

1998

In 1929, description for goods and services first use

2006

2013

2016

In 2006, the company received a license for direct selling.

and commercial use for Avon by the California Perfume Company.

In 2013, 88% of Avon’s revenue (around $10 billion) came from overseas markets.

On June 3, 1932, the California Perfume Company, Inc. of New York filed their first trademark application for Avon.

In March, 2016, Cerberus Capital Management paid $435 million in cash for preferred stock in Avon Products.

In 1998, Direct selling was outlawed in China, which forced Avon to sell only through physical stores called Beauty Boutiques.

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Avon

The Visual Strategy Guide

CU RRENT COMPETITORS The current competitors sell cosmetics products as Avon does, also some of them are direct selling companies. They are doing exactly the same thing like Avon in current marketplace.

Comparing to those companies, Avon has a stronger soul which is more focusing on empowering women. Besides bringing women into the business world and helping them being economical independent, Avon also very charitable.

Mary Kay is a multi-level marketing direct sales

Maybelline is a major American makeup brand

company that sells cosmetics products, it also

sold worldwide and a subsidiary of French

emphasis empowering women, and offers job

cosmetics company L’Oréal. It’s really famous

for people.

and has good quality products.

05

care products. The product are sold by independent

Beauty Counter offers jobs for people sell

consultants across the U.S. It’s good for people to

beauty products that are safe and toxin free

make some extra money.

for kids.

Revlon, Inc. is an American multinational cosmetics, skin care, fragrance, and personal care

e.l.f sells makeup and skin-care products.

company. The products has good quality.

It’s cheap and healthy for people.

Amway is an American company that uses a

Daisy Blue Naturals offers business for people

multi-level marketing model to sell a variety of

to sell beauty products with safe ingredients.

products, primarily in the health, beauty, and

This company uses certified organic ingredients

home care markets.

that do not have gluten or casein.

JAFRA products are sold internationally by inde-

It is one of many direct sales companies that sell

pendent consultants, the products are cheap.

beauty products, and it’s cheap for people to be an independent sales consultant.

POST BRAND COMPETITION

Aloette is a company that sells cosmetics and skin

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Avon

The Visual Strategy Guide

ADJACENT COMPETITORS Avon offers opportunities to people who want to run their own business, but there are other brands also offer jobs for customers, and they would be their other choices. Those are the adjacent competitors of Avon.

J.R. Watkins sells health aids, and bath and body products. Websites are available to its consultants for really low prices.

Jewelry in Candles is a company that sells candles.

People can establish their own business and running it up.

07

Linen World offers its consultants a free person-

offers opportunities for people to sell the products and

al sales website and has no quotas or minimum

running their own business.

purchases ever.

Uber Technologies Inc. is an American multinational

Herbalife International is an American direct sell-

online transportation network company. It enables

ing company sells nutrition supplements.

people to make money on their spare time.

It offers personal business for people

Airbnb is an online marketplace that enables people

Amway is an American company that uses a

rent vacation homes for a processing fee. People

multi-level marketing model to sell a variety

can also be an the host of Airbnb and offer spaces for

of products. It enables people to run their

people for making money.

own business.

Endless Xpressions is a women’s fashion direct sales company that offers opportunities for people

Lyft is an American transportation network com-

to sign up to be a representative for this company

pany. It offers job for people, so it is another choice

to start their business.

for people to make money.

POST BRAND COMPETITION

Tupperware sells home equipment and furnishings. It

Avon

The Visual Strategy Guide

Chapter 02

THE FUTURE

Soul and Mission Who We Were Who We Are New Vision Audience Competitors

08

Avon

The Visual Strategy Guide

SOUL AND MISSION

SOUL AND MISSION OUR SOUL We understand women, inspire women, and empower women.

MISSION STATEMENT In order to help women to be independent, Avon empowers them by helping them to establish their confidence and enhancing their natural talents and special characteristics.

09

10

Avon

The Visual Strategy Guide

11 WHO WE WERE

WHO WE WERE Outdated Home Beauty

12

Avon

The Visual Strategy Guide

WHO WE ARE Confident Smart Energetic

13

WHO WE ARE

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Avon

The Visual Strategy Guide

15 NEW VISION

THE NEW VISION OF AVON

“A woman is the full circle. Within her is the power to create, nurture and transform.”

—Diana Mariechild Avon would be turned into an educational center.

It offers variety courses and activities to teach them how to be confident and independent. The activities help women discovering their inside beauty and special talent, and the courses is to teach them the particular skills for vocation. Both of the services is benefit to empowering women.

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Avon

The Visual Strategy Guide

PERSONAS

The 5 personas create reliable and realistic representations of Avon’s key audience segments. It represents a major user group for this brand since the primary target audiences for Avon are females who need to be confident and independent.

17 AUDIENCE

YOUTUBE TEEN SINGER Annie Johnson 17 years old Part time job in a cafe 7,000-8,000/year Lives in Palm Spring

Annie is not that confident in her life, and she really wants to move out for being independent. She wants her parents be proud of her, not prepare everything for her.

• She runs a YouTube channel about playing guitar because she likes to share her talents with others.

• She doesn’t have too much confidence because there is a lots acne on her face.

• She likes to help people because she is kind.

• She wants to be independent because her mom always prepares everything for her.

• She wants to make money because she wants to move out and live with her best friend.

• She earns some money in a cafe on weekends.

• She lives with her mother because their parents divorced.

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Avon

The Visual Strategy Guide

HARD WORKING MOM Jocelyn Harris 30 years old Waitress in a restaurant 30,000/years Lives in Seattle

Jocelyn is a hard working mom and take care everything for her kids.

She wants to offer a good life for her family. Running a business could help her to build confidence and solve the money problems.

• She wants to get another job for earning money.

• She is a single mom with 2 kids.

• She rarely goes out with friends because she is afraid that people judge her.

• She always leans on her sister for help when she is in difficulties.

• She spends a lot of time think about the future of her kid.

• She wants to have her own business.

• She never eats outside for saving money.

19 AUDIENCE

CONSIDERATE SON Allen Riggs 26 years old Model 92,000/year Lives in Philadelphia

Allen is a really active guy with his friends, even with his mom since his mom and him are very close. He always thinks a lot for his mom and wants she has a plenty of meaningful things to do in her daily life.

• His mom stays at home everyday because she is retired.

• His mom and him share everything because they are close.

• He is fashionable because his mom is good at tailoring.

• He has a good sense of color because he is good at drawing.

• He does manicure and pedicure once a month because he cares about his appearance.

• He wants his mom has her own business for occupying her time.

• He wants to be more obedient since he is her only kid.

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Avon

The Visual Strategy Guide

FASHION LOVER Jennifer Banies 23 years old Fashion assistant 29,000/year Lives in Los Angels

Jennifer just graduated from college and became a fashion assistant.

She doesn’t have too much money to rent a studio room for her own, but she is working for it. Since she loves fashion, the new trendy clothes and pretty things are attractive for her.

• She wants to be a fashion blogger because she really loves fashion.

• She lives in a small studio with another girl because she doesn’t have too much money.

• She has an account on LookBook since she likes to share her dressing style.

• She cares about the woman right because her mom is a member of breast cancer organization.

• Most of her Instagram pictures are her selfie.

• She loves dancing in night club with her friends because she is good at dancing.

• She is kind of confident with her taste in fashion

21 AUDIENCE

STAY AT HOME MOM Lisa Gregory 45 years old Stay home mom 0/year Lives in Nashville

Lisa really wants to be an economic independent woman because she always thinks women should have their own job, even they have families to take care of.

• She is a stay home mom, and taking care of her kids and her husband takes a big part of her daily life.

• She likes to go to lectures about empowering women in the local community.

• She loves plants and cooking when she stays at home.

• She wants to be economically independent.

• She likes to hear compliments from people because it gives her confidence.

• She doesn’t have too much time, so she usually shops Online.

• She loves music and wants to be a musician and keep pursuing starting her own Podcast.

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Avon

The Visual Strategy Guide

FUTURE COMPETITORS The following brands have the similar soul and core, which is about women empowerment. The services they offer are the skill classes and activities for women. Some of the service is that Avon would like to have in the future after a successful re-branding initiative.

Live Your Dream is an Online volunteer and activist network offering flexible action opportunities to improve the lives of women and girls.

Ladies learning code is a not-for-profit organization with the mission to be the leading resource for women and youth to become passionate builders.

23 COMPETITORS

It’s for women who have completed their yearlong training, it further supports their economic empowerment by connecting them to financial services.

Dress for Success is an international organization that helps disadvantaged women achieve economic independence by providing professional attire.

ICRW is an international center for research on women. It empowers women by striving to increase women’s ownership.

The women empowered aims to empower women by building their self-confidence and allowing their voices to be heard through various workshops.

Anita Borg Institute for Women and Technology provides resources and programs to help women leaders in high-tech fields, resulting in higher levels of technological innovation.

Women sphere creates unique solutions leveraging media, technology, and education, to empower women and girls by providing all field courses.

Care is an organization for human right. It includes improving the health and well-being of women and girls. Also ensure girls’ rights to education.

NOSW is to establish and enable sites for the New Opportunity School for Women by providing central support services that ensure consistent and high quality programs.​

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Avon

The Visual Strategy Guide

COPYRIGHT © 2016 YIZHUO LIU

This book is a non-commercial work produced as a student project for educational purpose.

All content for The Visual Strategy Guide was collected, conceived, written and designed by Yizhuo Liu. DESIGN CONSULTATION

Hunter Wimmer, GR 604 Nature of Identity Academy of Art University

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