CASE STUDY: AVON FASHION + JEWELRY BRANDING
Avon’s fashion and jewelry category revenue was decreasing year over year, and consumers and Reps thought it had lost its relevancy. The solution was a strategic move to completely overhaul the category. First, there was no actual fashion “brand”, so we created one, thus creating a new destination and something exciting for Reps to talk about: Avon Signature Collection. We gave this new brand a more aspirational and inspirational look, a lifestyle—of versatility, ease and expressing your unique style with clothes that would flatter and make you feel confident. We used an editorial voice to talk about building a wardrobe, trying trends, fit, and updating your look.