AVON "AV" REBRAND
she wants it all!
The mission of AVON has always been to empower women to achieve economic independence and be the best place to work. They successfully aspired to be the world's most trusted beauty company and the premier shopping destination for women across the world. However, they now face new challenges since the decline of their sales in 2012, and their biggest problem is reaching the millennial women. This AV sub-brand was created to solve the current challenges of AVON, to create a fresh take and perspective without isolating the current audience of AVON. It has a youthful look, along with a slight retro feel to pay homage to AVON being the oldest beauty company in the world, and the first company get women working out of the home. The brand now has an air of sophistication in order to appeal to millennial women today, and to continue the their mission.
The new target of AV is primarily makeup artists, hairstylists, fashion stylists, and aspiring creatives of all kinds who love to use social media platforms to promote their favorite products. The new AV Girl is trendy, and an independent leader with a voice. Keeping the original heritage of the AVON lady alive, buyers would continue to look to the new AV girl for the latest tips and trends in beauty and fashion. But the AV girl no longer goes door-to-door, she now carries a chic clutch that has a tablet inside and an amazing quarterly collection to show off. AV has fun with design in their quarterly magazine releases where they now highlight new AV girls turned artists—on the come-up. It also highlights new and innovative AV beauty and ON! clinical skin products. Altogether, the new AV Girl is entrepreneurial to the max, she never looked so good, and she wants it all!