Avon Drives Recruitment with This is Boss Life Push

The new ad campaign by Avon is designed to drive recruitment and will run on broadcast, radio, digital, and print media in the United States.

Social selling giant, Avon, has launched an advertising push highlighting the flexibility, freedom, and financial opportunity of becoming a brand representative. Titled This is Boss Life, it is designed to drive recruitment and will run on broadcast, digital, and print media in the United States.

The television campaign encourages audiences to take a step beyond their typical 9-to-5 work life and embrace a career which is self-motivated and led. The campaign heroine is a passionate woman stuck in a passionless job until she discovers a fulfilling, new life as an Avon representative.

The music video style commercial is set to the energetic female anthem, I Will Survive. The re-imagined lyrics include affirmative statements that revolve around an inner awakening, breaking free, rewriting the future to match personal style, grabbing the reins, and taking charge.

'This is Boss Life' print advertisement featuring Avon representative, Lydia.
‘This is Boss Life’ print advertisement featuring Avon representative, Lydia.

For the print aspect, three women take centre stage to inspire new recruits using their own success stories. The creatives star a millennial who has been a representative since college, a momtrepreneur who found purpose without sacrificing family time, and a business-driven power couple.

The effort was developed by advertising agency, Terri & Sandy. Horizon Media led media planning and buying. The one-minute digital ads and 30-second TVC and radio ads began running on 7 October. The print executions roll out in women’s magazines during November and December.

“We have the right tools and support to help our representatives build a successful social selling beauty business. The new themed campaign captures how there is nothing more beautiful than succeeding on your own terms,” said Scott White, Chief Executive Officer of New Avon.