Advertising campaign aims to recruit new representatives with ‘empowering’ message
Avon has launched an advertising campaign in a bid to recruit new representatives using the message: “This is Boss Life”.
The ‘This is Boss Life’ campaign spotlights that there is nothing more beautiful than succeeding on your own terms.”
— Scott White, Chief Executive Officer at Avon
The adverts will run in print and digital formats as well as on the radio and national TV in the US this month, aiming to promote the flexibility and financial benefits of being an Avon representative.
Scott White, Chief Executive Officer at Avon, commented: “Every Avon representative has a unique story of how they are finding success as their own boss.
"We have the right tools and support to help them build a successful social selling beauty business. The ‘This is Boss Life’ campaign spotlights that there is nothing more beautiful than succeeding on your own terms.”
Inspired by music videos, the clip features a reworked version of “I Will Survive”. The reimagined song features lyrics about becoming an Avon representative such as: “Oh as long as I’ve got Avon and the newest shade of gloss/I’ve got passion, can’t you see?/‘Cause my future’s up to me/Yeah, I’m a Boss.”
The clips also star real-life Avon representatives who share their success stories in print advertising. The ads include the story of “full-time architectural designer, part-time beauty boss” Georgiana and “Mompreneur” Lydia.
The campaign was created in partnership with advertising agency Terri & Sandy. Terri Meyer, Co-Founder at the agency, said: "We wanted to leverage what's already in the brand's DNA – strong, confident and successful female entrepreneurs and showcase the flexible earnings opportunity that Avon makes possible."
The campaign debuted at a Facebook event hosted by Betty Palm, President for Social Selling at Avon.