The Problem: Avon used to be a successful brand but it has fallen off the map. Gen Z consumers do not care for Avon. Their biggest challenge is they are unknown and are your grandmother’s brand.
The Ask: What is a big idea for us to use to rally women across the globe (Not the US), to join Avon? Change brand perception.
The Opportunity: Build a global movement for female entrepreneurship. Let’s get back to our roots and bring the power of independent businesswomen to life in every country of the world.
The Big Idea: My Fearless – For Women Being Their Own Boss. Avon’s legacy is about building women entrepreneurs.
Art Director & Strategist: Lucy Bickel
Social & Influencer Strategist: Manoela Mota Rodembusch
Copywriter: Ellis Goodson
Repositioning:
Fearless Leaders:
Robust influencer strategy that focuses on top women in business. Mix of educational and lifestyle content.
Girlbossing on the Go:
Pop-up experiential activations in cities across Turkey, Romania, The Philippines, and Brazil that provide young women with free headshots and resume advice, in partnership with Depop for thrifted business clothes.
SHE-E-O Academy:
Avon Entrepreneur-led programs in secondary schools that foster an entrepreneurial spirit in young women.
The Results
- Pitched to StrawberryFrog CEO, Scott Goodson
- CEO sent presentation to AVON marketing director as new business pitch