BeautyforaPurpose.com Launches as New Brand Publishing Site.
Avon Products, Inc. (NYSE: AVP) has 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.
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.
“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.”
“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,” said 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,” said 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.”
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 the 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
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 dialogue 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 customise 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.
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.
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.