Avon Visual Standards Guide by Yiyang (Lucy) Lu

NEW MARK

Visual Standards Guide

AVON

VISUAL STANDARDS GUIDE

NEW MARK

Visual Standards Guide

AVON

VISUAL STANDARDS GUIDE

NEW MARK

“The future belongs to those who believe in the beauty of their dreams.” —ELEANOR ROOSEVELT, FORMER FIRST LADY OF THE UNITED STATES

CONTENTS

NEW MARK 8

Our New Logo

Logo Components

Mark Symbolism

Logo System

Logo Anatomy

Clear space

Logo Usage

Dimension Restrictions

Reversed Logo

Improper Logo Usage

NEW LOOK

NEW ACTIONS

Color Standards

Our New Territory

Logo Variation

Future Extensions

Typography Standards

Business System

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01 NEW MARK 8 10 11 12 14 16 20 22 24 26

Our New Logo Logo Components Mark Symbolism Logo System Logo Anatomy Clear space Logo Usage Dimension Restrictions Reversed Logo Improper Logo Usage

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VISUAL STANDARDS GUIDE

OUR NEW LOGO Our new logo represents Avonâ&#x20AC;&#x2122;s new aim: to empower women to be more confident, and encourage them to seek opportunities to take more social responsibilities and achieve their full potential. The new mark of Avon represents the revival of the brand. The mark combines the triangle and the letter A together. The letter A always presents the first and best one. Avon is the first company that empowered women before others did. Avon also brought confidence to women since it was founded. No matter where you go, we do our best to take care of all women and strengthen their capacities. At Avon, we strive to stand by the meaning of our mark and live by the meaning embedded in the design.

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VISUAL STANDARDS GUIDE

LOGO COMPONENTS The main logo of Avon has two main components that are symbol and word mark. These two components will be used separately according to distinct situations to show Avonâ&#x20AC;&#x2122;s positive attitude. When we combine the symbol and the word mark, we call it the signature.

SYMBOL SIGNATURE

WORDMARK

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MARK SYMBOLISM Our new logo contains innovative thinking. The logo is the combination of two ideas to represent the soul of Avon. The letter A is the initial letter of Avon. The triangle means confidence. This combination conveys that Avon will empower women to be more confident, and encourage them to seek opportunities to take more social responsibilities and achieve their full potential.

A INITIALâ&#x20AC;?Aâ&#x20AC;?

= TRIANGLE

SYMBOL

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LOGO SYSTEM Logo system introduces the different pieces in the logo. There are three official formats in our new logo system: signature, symbol and wordmark.

SIGNATURE

SYMBOL

WORDMARK

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LOGO ANATOMY The creation of the new Avon logo strictly followed exact measurements. The dimension of the logo should always follow the measurements give down below. Prior to production of the logo mark, manufacturers should adjust the sizing according to the proportions of the logo to ensure that the dimensions are accurate. Under no condition should the logo be revised without permission.

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12X 60˚ 3.5X

R=0.8X 2.4X

10.4X

R=2.9X 4.5X R=0.8X

X 3X

3.1X

X = The height of letter “A“

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VISUAL STANDARDS GUIDE

CLEAR SPACE The new Avon logo needs clear space to keep the visual system consistent. It is necessary to designate clear space for all versions of our logos to ensure that there is a sufficient amount of space around the logo for it to be clearly seen, without interruption. There shouldn’t be any graphic, text or other sorts of the element within the “clear space“ area.

SIGNATURE

X X X = The height of letter “A“

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SYMBOL

X = The height of letter “A“

WORDMARK

X = The height of letter “A“

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LOGO USAGE Our new mark exists in three versions. [A] The symbol accompanies the word mark. [B] The symbol stands in solitude. [C] The symbol is missing leaving only the word mark

[A] Signature

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[B] Symbol

[B] Word Mark

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VISUAL STANDARDS GUIDE

DIMENSION RESTRICTIONS Dimension restrictions help indicate the size that proper to use different versions of our new Avon logo. This diagram will also help determine which versions to use in print, digital media, or signage, depending on its size requirements.

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[A] Signature

[B] Symbol

[C] Word Mark

2 inch & above (Height)

1.5–2 inch (Height)

1–1.5 inch (Height)

0.5–1 inch (Height)

0.5 inch & below (Height)

0.3 inch (Minimum)

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REVERSED LOGO The logo version shows below demonstrates proper usage on a dark background. The reversed logo can be applied in black or white.

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IMPROPER LOGO USAGE Logo distortion is not allowed. Avonâ&#x20AC;&#x2122;s logo should not be distorted or modified in any way. This applies to every element of the logo. Breaking these rules could lead to conflicts such as an unrecognizable identity of the logo and misunderstanding of the brand to viewers. The following are examples of alterations that must be avoided.

Do not rotate the logo to any degree.

Do not condense the logo.

Do not extend the logo.

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Do not use opacity on the logo.

Do not rearrange the elements of the logo.

Do not add graphic elements the logo.

Do not use the logo in a color outside of brand colors.

Do not use the logo on a background of insufficient contrast.

Do not apply drop shadows or other effects to the logo.

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02 NEW LOOK 32 34 36 40

Color Standards Logo Variation Typography Standards Business System

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COLOR STANDARDS The color standards are based on Avon’s soul and spirit—to empower women to be more confident, and encourage them to seek opportunities to take more social responsibilities and achieve their full potential. The color palette represents our confidence, courage and our full potential.

COURAGE RED Pantone Solid Coated: 7418 C Pantone Solid Uncoated: 1797 U

C: M: Y: K:

10 85 60 0

R: G: B:

220 77 89

C: M: Y: K:

85 100 0 25

R: G: B:

65 29 117

C: M: Y: K:

30 5 5 0

R: G: B:

174 213 231

C: M: Y: K:

0 0 0 90

R: G: B:

64 64 66

C: M: Y: K:

0 0 0 100

R: G: B:

0 0 0

NEUTRAL VIOLET Pantone Solid Coated: 7447 C Pantone Solid Uncoated: 2112 U

CONFIDENT BLUE Pantone Solid Coated: 551 C Pantone Solid Uncoated: 290 U

WARM GRAY Pantone Solid Coated: 2336 C Pantone Solid Uncoated: 2479 U

SOLID BLACK Pantone Solid Coated: P 179-16 C Pantone Solid Uncoated: P 179-16 U

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COURAGE RED

CONFIDENT BLUE

NEUTRAL VIOLET

WARM GRAY

SOLID BLACK

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VISUAL STANDARDS GUIDE

LOGO VARIATION No matter where the logo is, it has to easy to catch. The high contrast is important to highlight the logo. There are some examples showing how to use different color pallets to highlight the logo.

Signature with different color backgrounds

NEW LOOK

Symbol with different color backgrounds

Wordmark with different color backgrounds

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VISUAL STANDARDS GUIDE

TYPOGRAPHY STANDARDS The brand typography represents its personality and creates a clear visual hierarchy to convey the message and communicate with our target audiences. Our primary typeface is Feijoa, which is used in the title and subtitle of the article. Our secondary typeface is RM Pro, which is used in body text, caption and quote.

FEIJOA [TITLE / SUBTITLE] Feijoa is the first typeface issued by the Klim Type Foundry. It’s based on the principle that “a straight line is a dead line”, which explains the warm, curvaceous nature of the individual letterforms. This relieves it from the sharp points and angles that can be detrimental to digital typefaces and works to humanise the overall visual impression. So, this typeface really fits the overall visual of new Avon.

NEW LOOK

Feijoa Bold

Feijoa Display

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefjhimklmnopqrestuvwxyz

0123456789

Feijoa Medium

Feijoa Medium Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefjhimklmnopqrestuvwxyz

0123456789

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RM PRO [BODY TEXT, CAPTION AND QUOTE] Designed by Mark Bloom of Mash Creative, RM Pro is a simple, clean and legible sans-serif typeface, inspired by mid-century neo-grotesques, but with a contemporary twist.

NEW LOOK

RM Pro Bold

RM Pro Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefjhimklmnopqrestuvwxyz

0123456789

RM Pro Regular

RM Pro Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefjhimklmnopqrestuvwxyz

0123456789

RM Pro Light

RM Pro Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefjhimklmnopqrestuvwxyz

0123456789

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VISUAL STANDARDS GUIDE

BUSINESS SYSTEM Here is the usage of Avon visual system which is used for the business system. Itâ&#x20AC;&#x2122;s very clear to find that all items work in the same visual language. The business system introduce Avon to audiences and also communicate with other cooperated companies or partners.

NEW LOOK

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03 NEW ACTIONS 44 46

Our New Territory Future Extensions

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OUR NEW TERRITORY As part of our re-branding initiative, we’re presenting a glimpse into the whole organization. We’re extending our products and services into three sections: social contribution, self-development, and wellness. And “Better You“ is the line that deals with Avon Wellness and Health products and services.

AVON EDUCATION + TRAINING

AVON WELLNESS + HEALTH

ET_01

Avon Art Center [Se] [En] [Ex]

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Better You Styling Workshop [Se] [En] [Ex]

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Avon Women’s Club [En] [Ex]

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Better You Hair Salon [Se] [En] [Ex]

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Avon Teamwork Training Center [Se] [Ed]

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Better You Women-only Gym [Se] [En] [Ex]

ET_04

Avon Skill Exchanging Event [Ev]

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Better You Exhibition [Ev]

ET_05

Avon Self-Development Center [Se] [Ed] [En]

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Better You Hope Factory [Se]

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Avon Women Magazine [Pr]

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Better You Resort [Se] [En] [Ex]

AVON TECHNOLOGY + LAB

AVON CULTURE + COMPETITION

TL_01

Avon’s Here app [Pr]

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Avon Women’s Academic Scholarship [Se]

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Avon Natural Make-Up Lab [Se] [En] [Ex]

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Avon Product Innovation Competition [Se] [Ex]

TL_03

Avon Creative Lab [Se] [En] [Ex]

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Avon Youth Exchange Program [Co] [Se]

TL_04

Avon Nature Lab [Se] [En] [Ex]

TL_05

Avon Career Networking Digital Platform [Se]

[Pr] Product

[Se] Service

[En] Environment

[Ev] Event

[Co] Co-Branding

[Ed] Education

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EMPOWERED WOMEN CHART: Avon empowers women to be confident and achieve their full potential through social contribution, self-development, and wellness.

Social Contribution

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TL_05 ET_04

WH_05 TL_03 ET_05

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CC_02

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ET_02 TL_01

TL_02 WH_03

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WH_06

TL_04

ET_06 WH_04

Self-Development

Wellness

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FUTURE EXTENSIONS

AVON ART CENTER [Se] [En] [Ex]

ET_01

Avon Art Center provides a space for women to learn what they are passionate about. It opens the opportunities for women to achieve their full potential.

Avon Art Center holds art exhibitions and provides lessons for all kinds of creative arts such as sculpture making, women figure painting and so on. Through the creative process, women have a distraction-free space to reflect themselves. They also get to cultivate their own hobbies and feel achievement by creating art pieces. Similar to: MoMa. Differences: Unlike MoMa, Avon Art Center provides lessons for all kinds of creative arts such as sculpture making.

AVON WOMEN’S CLUB [En] [Ex] Avon Women’s Club provides a space where women can share experience and work together, which helps women realize the advantage of themselves and become confident. Avon Women’s Club is a network of work and learning community spaces designed for women. It offers expert talks, new opportunities for work, and the working-together collaborative project to let women be confident about themselves. Similar to: Wing Women’s Club. Differences: Unlike Wing Women’s Club, Avon Women’s Club provides opportunities for women to actually work on the same project together and share the collaborative experiences with others. Also, there will have expert talks weekly to broaden women’s horizon.

ET_02

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AVON TEAMWORK TRAINING CENTER [Se] [Ed]

ET_03

Avon Teamwork Training Center gives women a space to learn collaborative skills and how to work in a team, this will empower women to do better on their job and achieve their careerâ&#x20AC;&#x2122;s potential. Avon Teamwork Training Centerâ&#x20AC;&#x2122;s teaches women collaborative skills about how to work in teams. The main goal of the center is to help women who usually have teamwork jobs but need to develop collaborative skills. The center provides programs and consultants for people who have collaboration problems. Similar to: Google for Education Differences: Unlike Google for Education, Avon Teamwork Training Center focuses more on teaching people the skills of collaboration.

AVON SKILL EXCHANGING EVENT [Ev]

ET_04

Avon Skill Exchanging Event provides an opportunity for women to meet people in the different field and learn from each other. The better thing is that they can build their own community which will make women grow. Avon Skill Exchanging Event holds monthly and will have various theme and categories. In these events, women can share their knowledge and meet more people in the different field. And then they could help each other with something familiar or new. Similar to: LYNDA, SkillShare. Differences: Unlike LYNDA SkillShare, Avon Skill Exchanging Event lets women meet each other in person. It provides opportunities for women to communicate with others and build their own community.

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VISUAL STANDARDS GUIDE

AVON ART CENTER

[Se] [En] [Ex]

Avon Art Center provides a space for women to learn what they are passionate about. It opens the opportunities for women to achieve their full potential.

ET_01

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VISUAL STANDARDS GUIDE

AVON WOMEN’S CLUB

[En] [Ex]

Avon Women’s Club provides a space where women can share experience and work together, which helps women realize the advantage of themselves and become confident. Avon Women’s Club is a network of work and learning community spaces designed for women. It offers expert talks, new opportunities for work, and the working-together collaborative project to let women be confident about themselves. Similar to: Wing Women’s Club. Differences: Unlike Wing Women’s Club, Avon Women’s Club provides opportunities for women to actually work on the same project together and share the collaborative experiences with others. Also, there will have expert talks weekly to broaden women’s horizon.

ET_02

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AVON SELF-DEVELOPMENT CENTER [Se] [Ed] [En]

ET_05

Avon Self-Development Center provides an opportunity for women to better know themselves and how they can improve themselves. While knowing better about themselves, women can take actions to seek opportunities to achieve their full potential and bring them confidence. Avon Self-Development Center is a non-profit organization that provides lessons and consulting services to women. It helps women to know their personalities, weakness and strength and gives suggestions on how women can improve. It also provides free lectures twice a month to teach women how to develop themselves. Similar to: Self Development Academy. Differences: Unlike Self Development Academy, Avon Self-Development Center is for adults. After analyzing your personalities, strength and weakness, the experts will give suggestions on how you can improve and what lessons you can take.

AVON WOMEN MAGAZINE [Pr] Avon Women Magazine encourages women by providing different angles of how othersâ&#x20AC;&#x2122; seeing the same thing and enriches them with the newest information and ideas.

Avon Women Magazine is a platform to capture the smart and defiant voices of women everywhere. Itâ&#x20AC;&#x2122;s a bi-annual publication of words, photos, how-tos, hexes, inspiration and more. Similar to: TED Talk Differences: Unlike TED Talk, Avon Women Magazine is for women only.

ET_06

NEW ACTIONS

BETTER YOU STYLING WORKSHOP [Se] [En] [Ex]

WH_01

Better You Styling Workshop provides women a place to build confidence about their appearance by offering women make up classes, personal styling analysis and personal shopper services. Better You Styling Workshop provides basic clothing styling, accessories mixmatch, and makeup studio classes for women who want to level up dressing up skills. It also provides personal shopper services to help women chose suitable clothing. Once women love how they look, the confidence will motivate them to achieve their ideal lives. Similar to: Beauty Salon. Differences: Unlike other beauty salons, Better You Styling Workshop provides personal styling analysis and give personal advice.

BETTER YOU HAIR SALON [Se] [En] [Ex]

WH_02

Better You Hair Salon provides women a place to build confidence about their appearance by offering women hair styling classes.

Hair is the second face of a woman. Better You Hair Salon makes women confident with their best hairstyle based on their personalities and trends. It also provides hairstyling classes to help women do their hair by themselves. Similar to: Hair Salon. Differences: Unlike other hair salons, Better You Hair Salon provides hair styling classes.

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AVON SELF-DEVELOPMENT CENTER [Se] [Ed] [En] Avon Self-Development Center provides an opportunity for women to better know themselves and how they can improve themselves. While knowing better about themselves, women can take actions to seek opportunities to achieve their full potential and bring them confidence. Avon Self-Development Center is a non-profit organization that provides lessons and consulting services to women. It helps women to know their personalities, weakness and strength and gives suggestions on how women can improve. It also provides free lectures twice a month to teach women how to develop themselves. Similar to: Self Development Academy. Differences: Unlike Self Development Academy, Avon Self-Development Center is for adults. After analyzing your personalities, strength and weakness, the experts will give suggestions on how you can improve and what lessons you can take.

ET_05

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BETTER YOU STYLING WORKSHOP

[Se] [En] [Ex]

WH_01

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BETTER YOU HAIR SALON

VISUAL STANDARDS GUIDE

[Se] [En] [Ex]

Better You Hair Salon provides women a place to build confidence about their appearance by offering women hair styling classes. Hair is the second face of a woman. Better You Hair Salon makes women confident with their best hairstyle based on their personalities and trends. It also provides hairstyling classes to help women do their hair by themselves. Similar to: Hair Salon. Differences: Unlike other hair salons, Better You Hair Salon provides hair styling classes.

WH_02

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BETTER YOU WOMEN-ONLY GYM [Se] [En] [Ex]

WH_03

Better You Women-Only Gym provides customized programs for each woman. It helps women to grow confidence by helping them be confident about their body.

Better You Women-Only Gym provides programs specifically designed for women. It analyzes womenâ&#x20AC;&#x2122;s body type and gives women the proper fitness routine for the best result. Similar to: 24hr Fitness and City Sports. Differences: Unlike 24hr Fitness and City Sports, Better You Women-Only Gym is only for women and lessons are designed specifically to women.

BETTER YOU EXHIBITION [Ev] Better You Exhibition inspires women by showcasing the moment of glory from the successful women.

Better You Exhibition will showcase inspiring moment in the different field, such as sports, arts, sciences. The exhibition will locate in different museums in different cities. The artists will present their visionâ&#x20AC;&#x201D;sensual, militant or simply aesthetic, the woman of today. Similar to: TED Talk Differences: Unlike TED Talk, Better You Exhibition is for all ages.

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NEW ACTIONS

BETTER YOU HOPE FACTORY [Se]

WH_05

Better You Hope Factory provides the services to encourage women to be confident and helps women to overcome their difficulties while taking more social responsibilities. Better You Hope Factory rescues young women from sexual assault and gives counseling and therapy to rebuild their broken spirit and minds. Similar to: Sexual assault help. Differences: Unlike Sexual assault help, Better You Hope Factory will provide longterm help and give them opportunities to volunteer.

BETTER YOU RESORT [Se] [En] [Ex]

WH_06

Better You Resort offers a place for women to fully relax and get ready for the next step.

Better You Resort provides a fresh village in the forest near the ocean. It provides yoga, dance and shadowbox to refresh themselves. Similar to: Spa, Resort Differences: Unlike other resorts, Better You Resort provides nature adventure tours.

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BETTER YOU WOMEN-ONLY GYM

[Se] [En] [Ex]

Better You Women-Only Gym provides customized programs for each woman. It helps women to grow confidence by helping them be confident about their body. Better You Women-Only Gym provides programs specifically designed for women. It analyzes womenâ&#x20AC;&#x2122;s body type and gives women the proper fitness routine for the best result. Similar to: 24hr Fitness and City Sports. Differences: Unlike 24hr Fitness and City Sports, Better You Women-Only Gym is only for women and lessons are designed specifically to women.

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BETTER YOU RESORT

[Se] [En] [Ex]

Better You Resort offers a place for women to fully relax and get ready for the next step.

WH_06

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AVON’S HERE APP [Pr]

TL_01

Avon’s Here app provides women an easy way to find the opportunities to explore and learn about new interests.

Avon’s Here mobile application for retired women to learn new interests such as flower art, pottery, instrument, hiking, social dance and so on. They can find learning sisters near them through this mobile platform. Similar to: Workshop. Differences: Unlike other workshops, Avon’s Here app is an online sharing and self-learning platform.

AVON NATURAL MAKE-UP LAB [Se] [En] [Ex] Avon Natural Make-up Lab provides a place to empower women to be naturally confident by providing proper products.

The products provided in Avon Natural Make-up Lab are organic and easy to use. The products follow up the newest trends and provide many options for women of different ages to choose their best looks. It’s also provided in the styling workshop. Similar to: Mac, Sephora in-store make-up Differences: Unlike Mac and Sephora, Avon Natural Make-up Lab provides organic products and make different products for each one.

TL_02

NEW ACTIONS

AVON CREATIVE LAB [Se] [En] [Ex]

TL_03

Avon Creative Lab chooses the proper personalized beauty products to women who are not knowing what suits them and then bring confidence to women.

Avon Creative Lab provides VIP personal service. Avon’s professionals will create personal beauty products for women based on their own needs. Similar to: Sephora. Differences: Unlike Sephora, Avon Creative Lab provides customized products.

AVON NATURE LAB [Se] [En] [Ex]

TL_04

Avon Nature Lab provides a place where women can get cosmetic products customized for them and work opportunity. It empowers women to be confident and being successful in the career. Avon Nature Lab creates the best cosmetic products for women to use. It uses organic ingredients with advanced bio-technology to make natural products that benefit users and the environment. Similar to: Kiehl’s, Origins. Differences: Unlike Kiehl’s, Avon Nature Lab creates cosmetic products in person and provides work opportunity.

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AVON CREATIVE LAB

[Se] [En] [Ex]

Avon Creative Lab chooses the proper personalized beauty products to women who are not knowing what suits them and then bring confidence to women. Avon Creative Lab provides VIP personal service. Avonâ&#x20AC;&#x2122;s professionals will create personal beauty products for women based on their own needs. Similar to: Sephora. Differences: Unlike Sephora, Avon Creative Lab provides customized products.

TL_03

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AVON’S CAREER NETWORKING DIGITAL PLATFORM [Se]

TL_05

Avon Career Networking Digital Platform build an intermediate place for women to encourage women to participate in a positive community.

Avon Career Networking Digital Platform connects women in different professional fields and provides latest hiring information. Similar to: JCCSF. Differences: Unlike JCCSF, Avon Career Networking Digital Platform helps women know more about the work marketplace.

AVON WOMEN’S ACADEMIC SCHOLARSHIP [Se] Avon Women’s Academic Scholarship empowers women to pursue their dreams by providing financial support.

Avon Women’s Academic Scholarship encourages women to pursue higher degrees in academic fields by providing financial support. Similar to: Scholarship for women. Differences: Unlike Scholarship for women, Avon Women’s Academic Scholarship is for all ages.

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AVON PRODUCT INNOVATION COMPETITION [Se] [Ex]

CC_02

Avon Product Innovation Competition provides women with a chance to create new products or services for Avon. It enhances women’s abilities to achieve their potentials. Avon Product Innovation Competition held to inspire young college students to brainstorm about Avon’s new products or services. The winner’s idea will likely become a real product launch in the marketplace. Similar to: Cosmetic Awards. Differences: Unlike Cosmetic Awards, Avon Product Innovation Competition provides work opportunities.

AVON YOUTH EXCHANGE PROGRAM [Co] [Se]

CC_03

Avon Youth Exchange Program provides young girls an opportunity to learn other cultures and languages to expand their capacities and experiences.

The Avon Youth Exchange Program provides young girls chances to live abroad for a year to learn the culture and language. The applicants and host families are carefully selected. It also provides scholarships for needy applicants with high academy performance. Similar to: Sky Kids. Differences: Unlike Sky Kids, Avon Youth Exchange Program focus on the experience of learning the culture and improving their capacities.

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VISUAL STANDARDS GUIDE

AVON YOUTH EXCHANGE PROGRAM

[Co] [Se]

Avon Youth Exchange Program provides young girls an opportunity to learn other cultures and languages to expand their capacities and experiences. The Avon Youth Exchange Program provides young girls chances to live abroad for a year to learn the culture and language. The applicants and host families are carefully selected. It also provides scholarships for needy applicants with high academy performance. Similar to: Sky Kids. Differences: Unlike Sky Kids, Avon Youth Exchange Program focus on the experience of learning the culture and improving their capacities.

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“It is confidence in our bodies, minds and spirits that allows us to keep looking for new adventure.” —OPRAH WINFREY, AMERICAN MEDIA PROPRIETOR, TALK SHOW HOST

Visual Standards Guide DESIGNER Yiyang (Lucy) Lu

This book is non-commercial project for educational purpose and not intended to represent the Avon company.

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VISUAL STANDARDS GUIDE