For nearly a 12 months, magnificence model Avon has been present process a makeover of its personal with the introduction of a brand new brand and model marketing campaign, which has led to producing its first “John Lewis-style” Christmas marketing campaign. It’ll debut later this 12 months whereas its portfolio revamp and packaging redesign get set for launch in early 2024.
“You don’t fully change a 136-year-old model in a single day,” stated world chief advertising and marketing officer Kristof Neirynck as he mentioned the 18-month course of he’s overseeing. He admits that he had by no means initially supposed to fee a rebrand when he got down to introduce a packaging redesign throughout the primary model and its sub-brands of 120, which it’s presently within the strategy of decreasing to round 30.
Having joined Avon from Walgreens Boots Alliance in March 2022, the place he was additionally CMO, one in all Neirynck’s first acts was to fee design consultancy Free the Birds to revamp the model’s packaging: a quick that may shortly develop to one thing revolutionary for the model.
An unplanned rebrand
Neirynck mentioned the challenge alongside Free the Birds CEO Nick Vaus, revealing that the company prompt the brand new identification design and not using a temporary. The earlier marque was discovered to be utilized inconsistently throughout the assorted model contact factors, which led Vaus to counsel the necessity for a rebrand forward of the packaging redesign, providing only a single suggestion that was shortly adopted to characterize the energy of its neighborhood of girls prospects and representatives.
“The model was apologetic, the model was misused, the model wanted some energy behind it,” claimed Vaus.
Consequently, they determined to not launch the whole lot directly. As an alternative, they started with the discharge of the brand new digital identification, adopted by the primary component of the brand new marketing campaign whereas drip-feeding extra modifications over the next 18 months.
“I felt as a result of it was such a robust model transformation, a way more fashionable expression of the model, that it was higher to do it in each contact level as quickly as we may. And sure, it was a bit messy for six months, however I’d somewhat have that than the opposite as a result of our packaging will begin flowing in from early subsequent 12 months. We may have waited, however that meant sitting on one thing good for a 12 months,” stated Neirynck.
This technique goals to construct momentum across the redesign and provides time for stakeholders and the neighborhood to embrace the modifications at headquarters, in retail shops and pop-up cubicles all over the world.
The primary section of the rebrand started in February with the discharge of a brand new ongoing marketing campaign, “Embrace Your Energy,” developed by Wunderman Thompson.
It’s now in its third section with the discharge of an advert specializing in the ambitions of an astronomer to advertise its perfume “Far Away Past the Moon,” that includes the brand new pink brand at each the start and finish.
