Avon is aiming to change its brand perception with new positioning to reflect the company’s purpose-driven heritage and evolution into an innovative, bold and inclusive beauty brand. To highlight its new brand identity, the global beauty giant released a new campaign, “Watch Me Now,” which kicked off this week with a video featuring unexpected and underestimated aspects of the Avon brand, its people, activism and products. The new campaign includes the powerful statement, “Think you know Avon?  Think again. We are the one you didn’t see coming, and now you can’t look away.” The video will roll out globally across all of Avon’s consumer touchpoints with the goal of helping people reconsider their views of the company.

“There is huge awareness and affection for the Avon brand, but we have allowed ourselves to become a bit underestimated,” explained James Thompson, Avon’s Head of Brand, Categories and Stores. “We are a dynamic, bold, modern and inclusive beauty company; we are a quality brand that is relevant for all; we fight for issues that matter, such as gender-based violence and breast cancer. We’ve been offering a flexible earning opportunity since before women had the right to vote.  Watch Me Now brings to life the best of what the brand has always been and repositions it proudly in a way that calls to individuals and touches on collective concerns.”

The launch coincides with Avon’s 135th birthday, and in addition to a new visual identity and bolder tone, the video showcases an updated logo for the brand that includes a reference to the curves of the original 1930s Avon logo, with a new color gradient likened by the curves of a woman’s face.

Angela Cretu, Avon CEO, said, “Watch Me Now signals the start of a new chapter. Avon has been doing beauty differently for 135 years and we aren’t stopping now – we’re just getting started. We are taking what we’ve learned over the past 135 years about the power of relationships and social selling and applying that in today’s context – using new digital tools that enable our beauty advisors to earn flexibly today across their social platforms.”

In early January, Natura & Co closed its acquisition of Avon, which has five million representatives in more than 50 markets globally. The company has been tapping into digital tools to help drive innovation and business transformation over the past 12 months and said it has already seen a nearly 200 percent year-over-year increase in digital customer transactions in the U.K., and representative numbers in the region have grown two-fold during the first half of 2020.

“We’re continuing to innovate and evolve, through investment in research, product development and people, to ensure beauty is democratic and accessible to all. And we will continue to speak out, drive change and positive impact on causes that affect women globally. The difference is that we are doing it in a more relevant, bold and confident way to open up Avon and grow our business,” said James.

To view the Watch Me Nowbrand film, please click here.