Traditionally known as the door-to-door beauty sales company Avon have evolved considerably since their inception in 1880 in New York. Today the business operates a hugely successful global sales model combining the more traditionally known activity of their sales reps with a hugely successful ecommerce platform as well. Known for their ‘cult following’ with certain products, they are a significant player in the beauty space.
Appointed in November 2023, initially on a project basis, our role was to support Avon with their ambitious growth strategies, to target a newer generation of Avon buyers, and to generate demand for new products through social first marketing campaigns.
With a varied product range across skincare, beauty, fragrance and more – our role was to engage with audiences across various demographics to generate brand recognition, demand and ultimately sales.
Here’s how we did it…
Using TikTok and Instagram we targeted customers in their discovery phase through influencer marketing campaigns.
On TikTok our selected influencers did a smell test with friends/partners/family members to ‘guess the brand’ and the price – getting the ‘OMG it’s Avon’ reaction, driving home the value of the product.
On Instagram we focused on inspirational content with influencers talking through personal achievements and connecting their stories with the fragrance.
“This is our most successful product launch, and the only one without TV” Hannah Lalley, Head of Marketing, Avon
Impressions
Engagement rate
Links – including The Sun & Women’s Health
The launch of the Vitamin C campaign was aimed at promoting confidence and empowerment through Avon’s product range on TikTok and Instagram. For this campaign we targeted micro influencers, hinging our activity on the theme of ‘new year, new glow’. Working alongside 12 influencers we delivered an in-person event, which delivered content that we could then amplify further through paid media activity.
With a 74% engagement rate this highly relevant campaign contributed significantly to early Q1 sales growth with a 58% YOY increase in Vitamin C revenue through their digital channels (sales rep websites, amazon and Avon.co.uk).
Increase in Vitamin C revenue (YoY)
Engagement rate
With a brief to launch Avon’s new make-up line Make-up + Care range, targeting consumers aged 35-55 we delivered an activation at the UK’s third largest retail site – The Trafford Centre.
With substantial footfall, we delivered a campaign that put the consumer at the heart of the advertising, where professional make-up artists gave makeovers to the public, and then showcased their new looks on a billboard at the heart of the food court. With influencers invited to further amplify campaign reach, we achieved 41m impressions and a 29% increase in Make-up + Care sales the following week.
Increase in sales
Impressions
Want to know more?
