- Re-Branding Avon
Putting the fun back into beauty
- Avon are a company that have been selling cosmetics and beauty products to women since 1886.
From research, I established that bad connotations were associated with Avon. ‘Out of date’, ‘cheap’, ‘for old ladies’ and ‘naff christmas presents’ were all popular responses I received when asking for opinions.I identified that a younger target market would be more beneficial to Avon as teens and young adults have the most money to 'spare' and buy luxuries such as beauty products. Looking good is very important in the modern day and there are many beauty brands in competition on the shelves. Avon is at a disadvantage here, as their products aren't available in the shops and so a lot of females who browse and purchase and/or impulse buy are alienated and sales lost.I felt that the current marque was too hard and serious in contrast to the beauty products they were trying to sell which are all about being personal. I put this down to Avon concentrating more on the business side, with their corporate strap line being 'the company for women'. This doesn’t communicate anything about the products, but the opportunity that they are offering women to create ‘their own’ Avon busin
With this, I wanted to change the marque to be more feminine, personal, fun and quirky...
- Old and re-brand logo
- With the current Avon packaging being very mismatched, I wanted to create a more consistent look for the brand. Using the new marque merged into a circle, I created these labels which have the same structural base and typography elements, with only the colours to change depending on which product it is.
Each product is contained in a different style of glass bottle, to create an eclectic style, be visually interesting and convey quality. The glass bottles are something that the customer will invest in and keep, so they needed to look appealing and make females want to put them on show in their bathroom.
- With the glass bottles being a bit more luxurious and long-standing, to be more eco-friendly I decided to introduce refill sachets. These refill sachets will keep expenses low and recycling high.
- avon* Sample Box
From my research, I found that Avon were lacking in advertising and social networking interaction compared to other beauty and cosmetic brands. I identified that this limited Avon’s client range, as you would really only come into contact with Avon if you reached out to them – on their website or by contacting an Avon rep for a brochure.
- Blogging has become a powerful tool in social networking now, with popular bloggers being able to influence their readers into thinking and buying the same as them. There are many ‘beauty bloggers’ on the web who test and review products so that their followers know which products to buy. Also popular at the moment are ‘beauty boxes’ which are basically product samples sent through the post. For around £12 a month you can subscribe to receive a beauty box containing new and exciting products that you may not have risked buying before.
I felt that Avon could definitely benefit from both of these type of social interaction and so decided to develop an Avon sample box.
- The avon* box is covered in the print of the avon ‘a’ and includes descriptions of all of the sample products along with the 3 steps you need to know about: 1. Test, 2. Review and 3. Love!
Customers can Test out all of the samples, go online to Review the products, read other reviews and become part of an online community and then if they Love the product they can buy again from online or get in touch with their local avon rep at the new drop-in counters in Boots stores across the country.
- Re-designing Avon’s Catalogue
Avon’s current catalogues are quite boring, filled with cheesy graphics and dedicate most of the page to the price/how cheap the product is – ‘WOW only £1.99!’
I wanted to create a new visual catalogue, with more of a magazine style – something that you would want to go back and look at again. I set up my own little studio, shot some images and produced a sample number of spreads to show the look and feel of the magazine.
I wanted to keep the magazine interesting so tried to replicate a shop window style, creating scenarios with items that were quirky/nice e.g. photo frames, flowers, rubber ducks, jewellery, cameras etc These are all items which the women looking through the magazine might own/ want to buy.
I adapted the label style to communicate all the information the customer would like to see/know: product name, price, description and ingredients.
- Back & Front Cover