Beauty firm Avon hits refresh button on visual identity for 135th anniversary

Beauty company Avon has refreshed its visual identity to feature a bolder, more confident tone of voice that is more relevant for the brand's customers and beauty advisors. The logo rolled out across all products and brochures in conjunction with its 135th anniversary, and includes reference to the curves of the original 1930s Avon logo, with the new colour gradient based on the curves of a woman's face.

At the same time, Avon also unveiled a new brand campaign named "Watch Me Now", calling on people to reconsider their views of the company. The campaign is a nod to Avon's heritage as a purpose-driven company - using the power of beauty to create opportunities for individuals to earn on their own terms, and support causes including domestic abuse and breast cancer for more than a century. It also celebrates the success of the underdog and highlights the unexpected and underestimated aspects of the Avon brand, its people, activism and products. A+M has reached out to Avon for additional information on the rebranding.

Avon has five million representatives in more than 50 markets globally, including Malaysia, Philippines, Taiwan and India. It currently has stores in Johor Bahru, Kuala Lumpur, Melaka, Kedah, Perak and Negeri Sembilan, among other cities in Malaysia. In 2018, the company had more than 200,000 sales representatives and 168 outlets in Malaysia. 

GM of Avon Cosmetics (Malaysia), Tan Mei Yen (pictured), said "Watch Me Now" brings to life the best of what Avon has always been and repositions it proudly in a way that demonstrates Avon is a dynamic, bold, modern and inclusive beauty company.

"Armed with a brand refresh, we will speak about our purpose and passion in a louder and prouder way, and energise our beauty advisors and associates in a movement that enables them to stand for something and give back to communities," Tan said.

Meanwhile Angela Cretu, Avon CEO, said the new brand campaign signals the start of a new chapter for Avon. "We’re continuing to innovate and evolve, through investment in research, product development and people, to ensure beauty is democratic and accessible to all. 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," Cretu added.

Meanwhile just last week, the company named Irving-Holmes Wong MD, Asia Pacific and GM, China, reporting to Cretu. He has over 20 years’ management experience in multinational consumer companies across Asia, across online and offline channels in both emerging and developed markets. Last year, Avon appointed Bill Rahm as VP to oversee Asia Pacific in terms of both strategy and development. In his role, he oversees Malaysia, the Philippines, China, India and Taiwan.

In 2019, Avon was acquired by Natura & Co to create a multi-brand and multi-channel beauty group with direct connections to consumers on a daily basis. According to reports, the deal is valued at US$2 billion. By adding Avon to a portfolio that already includes Natura, The Body Shop and Aesop, Natura & Co enhances its ability to better serve its different consumer profiles and distribution channels, and expand into new geographies, such as Asia.

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