Brand recruits beauty bloggers to test out products
Avon is celebrating its 130th anniversary with a new advertising campaign. The brand has recruited several beauty bloggers to test out its products in a blind trial, before revealing that the items are from Avon.
The 'Make Up Your Own Mind' campaign debuts today with a new advert that will appear on TV throughout October, online and through Video On Demand. The ads feature well-known beauty bloggers Helen Anderson, Mother Pukka and LoveLaughandMakeup with their genuine responses to the products. They are gifted cosmetics in plain black packaging to test before the brand is revealed. The ads ask consumers to #makeupyourownmind.
A second advert will appear next week, starring independent Avon Representatives chosen from a pool of more than 400 applicants. The businesswomen were chosen for their on-screen presence as well as their relatable stories. The second ads will run until the end of November.
Anthony Well, Marketing Director at Avon, commented on the new campaign: "Avon's purpose still stands as The Company for Women and today, 130 years later, we're still working hard to empower women through our flexible working opportunities, great quality affordable products and our causes. It therefore seems only fitting that our Avon Representatives and hero products take centre stage in this new and provocative campaign – Avon is the only beauty company with a truly authentic purpose."
The new ad campaign comes after a difficult few months for the company. Avon shares almost hit a 10-year low last week following several years of declining sales and profits.