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.
02
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.
04
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
06
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
14
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.
16
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.
18
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.
20
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.
22
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.
CITED mujerde10.com lookbook.com designsfever.com fastcoexist.com facebook.com tumblr.com bundlr.com avon.com merakoh.com tourism-vip.com BabyCenter Blog
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
inspireandempowerwomen.com