NEW YORK, June 15, 2015 /PRNewswire/ -- Avon Products,
Inc. (NYSE: AVP) today announced the launch of Beauty for a
Purpose, a new global brand statement focused on the company's
commitment to empowering Avon Representatives and women around the
world through beauty and financial independence.
Experience the interactive Multimedia News Release here:
http://www.multivu.com/players/English/7546151-avon-beauty-for-a-purpose
Beauty for a Purpose provides a framework for the company to
champion three defining areas: Avon's beauty products of demonstrable quality
and value; Avon's earning
opportunity, which allows millions of women around the world to
build self-reliance and a better life for themselves and their
families; and the network effect of empowered women empowering
others.
The new branding effort will be powered through ongoing
multi-channel communications campaigns designed to tell the whole
Avon story to consumers and
Representatives. The campaigns will be supported through paid
media, and will also leverage the company's digital and print
channels as story-telling platforms. Central to the strategy
is the launch of a new brand publishing site,
BeautyforaPurpose.com, which includes a digital gallery featuring
Avon Representatives around the
world who have uploaded their photos to social media using
#BeautyforaPurpose.
"Avon is an authentically
purpose-driven company – and we intend to tap into that truth as we
strengthen our bond with current consumers and Representatives, and
introduce a new generation of women to a brand we know they will
love," says Sheri McCoy, Chief Executive Officer, Avon
Products, Inc. "Beauty for a Purpose is a guiding
vision for Avon's future and is
rooted in our rich history of empowering women. Financial
independence is the most important driver of women's empowerment,
and for over 125 years Avon has
provided women with an earning opportunity. Our
commitment to women is also reflected in substantial work we have
done in breast cancer and domestic violence as we work to help
women live healthy lives, free of violence."
"We believe that empowered women are the transforming force of
societies and will turn the world into a more beautiful one," says
Fernando Acosta, President of Global
Brand Marketing, Avon Products, Inc. "Beauty for a Purpose captures
our whole Avon story: give women
the right products, the right earning opportunities and a support
network and they can change the world. The stories we
tell will celebrate our six million Avon Representatives – the largest network of
women on Earth – who are empowering those around them through
beauty."
BeautyforaPurpose.com: New Brand Publishing
Site
The company is introducing their first brand publishing site,
BeautyforaPurpose.com, as a storytelling platform that will reflect
Avon's mission to empower
women. An advance preview was shared with Avon Representatives in May, and consumer
rollout begins this month in the US, Latin America, India and Philippines. Additional sites
will be launched in the third quarter throughout Europe and Asia. All sites will connect
to the local market social media channels, as well as existing
e-Commerce platforms. The site also features links for
visitors to become a Representative or to shop with a
Representative.
The site content will feature engaging editorial and narratives
about beauty, empowerment and lifestyle topics, as well as give
behind-the-scenes Avon
access. All of the content is shareable via social media
networks or by email.
Some of the site's first posts feature Avon's celebrity spokespeople, and
include:
- "Fresh Perspective: As a Mom, Fergie
Sees Life, Love, And her Career A Little
Differently"
- "Get Comfortable in Your Own Skin: Maria Sharapova's Take On Beauty"
- "15 Reasons Why We Love Olivia Wilde And You Should Too"
- "Irina Shayk: 5 Reasons I Fell in Love with Mexico City"
- "Finding My Way: Avon Global Celebrity Makeup Artist Lauren
Andersen Reflects On Her Career Path."
Spotlights on Avon
Representatives, executives and products will be core to the
editorial offerings. Initial launch stories include:
- "Going the Distance to Fight Breast Cancer: One
Representative's Story"
- "Avon's CEO Sheri McCoy Shares
Sage Advice for Graduates"
- "Obsessed: (Avon
Representative) Rebecca Luedemann Can't Live Without Mega Effects
Mascara"
- "6 of the Most Loved Avon Products Around the World"
- "#TBT: The Hundred Year Evolution of Lipstick at Avon"
Social Sharing Campaigns to Engage Avon Representatives and
Consumers
There will be several social activations showcasing Avon's leadership role in women's empowerment
that are designed to engage women globally.
Throughout 2015, Representatives are invited to join a global,
user-generated image gallery celebrating the sisterhood of
empowered women. By posting a photo directly to the gallery or to
their social media network of choice using the hashtag
#BeautyforaPurpose, the true face of Avon – its Representatives – may be featured
on the new website, along with a pin map showing their country of
origin.
The company has also introduced a Father's Day campaign to engage men in the dialog
of women's empowerment. Consumers, Representatives and
employees are invited to celebrate their fathers and encourage them
to take the "Empowerment Pledge," reflecting their commitment to
take personal steps to create a better world for their daughters,
sisters, and women everywhere. Consumers can join the
campaign on BeautyforaPurpose.com, where they will find a special
Father's Day campaign video, and also
can customize a special Father's Day
eCard that can be shared with their father via email or social
media to encourage them to take the pledge. Shareable social
media images and GIFs carrying the campaign message will also be
available for consumers.
Avon also debuted the brand
campaign "See Who Passed NYC's Pop-Up Makeover Pop Quiz," which
chronicles the reactions of women on the street participating in
makeovers from a secret beauty brand, while learning of the
company's commitment to women. Avon Representatives were
provided with social media activation kits to share the campaign
with their consumers.
Full Integration Across the Company
By the end of the year, the Beauty for a Purpose brand
positioning will also be fully integrated across all aspects of
business, including the Avon
printed sales brochure distributed to consumers around the
world. The company also is launching an employee value
proposition campaign, "Inspiring Work. Empowering Women,"
intended to bring alive Beauty for a Purpose through the lens of
the Associate experience. The campaign will foster
engagement by reinforcing Avon's
commitment to providing employees with fulfilling, purposeful
work.
Agency Partners
Avon has assembled a roster of
experts with deep expertise and passion for the empowerment of
women. Santo/JWT Group is the worldwide agency of record,
responsible for all of the brand and advertising
requirements. Badger & Winters remains on the agency
roster as a creative partner. Group SJR is leading brand
publishing for BeautyforaPurpose.com.
About Avon
Avon is the company that for
more than 125 years has stood for beauty, innovation, optimism and,
above all, for women. Avon, with
nearly $9 billion in annual revenue,
has products that are sold through 6 million active independent
Avon Sales Representatives worldwide. Avon products include color cosmetics,
skincare, fragrance, and fashion and home, featuring such
well-recognized brand names as Avon Color, ANEW, Avon Care,
Skin-So-Soft, and Advance Techniques. Learn more about Avon and its products
at www.avoncompany.com.
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SOURCE Avon Products, Inc.