Avon’s New CMO Revamps 137-Year-Old Beauty Brand

Avon on a phone display

Avon Revamping Model Picture to Enchantment to Youthful Technology

The long-lasting magnificence retailer Avon, recognized for its longstanding popularity and high quality merchandise, is present process a serious transformation underneath the management of chief advertising officer Özlem Çitçi. With a deal with modernizing the 137-year-old model and increasing its attain to a brand new era of magnificence customers, Avon is revamping its picture and digital presence to remain related in at present’s aggressive market.

Çitçi, who took on the position of chief advertising officer after years of expertise at Avon, is decided to shift the notion of the model from being related to older ladies to interesting to a youthful demographic. With a refreshed model positioning, a brand new media technique, and an up to date distribution mannequin, Avon is embracing change to remain forward within the magnificence trade.

Final yr, Avon launched a brand new brand and rebranded packaging, signaling a contemporary and up to date search for the model. In accordance with Çitçi, the main target is on highlighting Avon’s goal of empowering ladies and providing high-quality merchandise at inexpensive costs. The model goals to succeed in a wider viewers and improve model consciousness amongst each current and new clients.

Avon on a phone display

Regardless of Avon’s sturdy popularity and constant buyer base, the model is aiming to draw a brand new viewers and alter the notion that it’s outdated. With a deal with social media platforms like TikTok, Fb, and Instagram, Avon is partaking with youthful shoppers and leveraging influencer advertising to advertise its merchandise.

Certainly one of Avon’s methods includes empowering its representatives to grow to be digital entrepreneurs by offering them with coaching, instruments, and platforms to develop their on-line presence. The model can be increasing its retail presence, with plans to open shops within the UK, Brazil, South Africa, and Italy. Partnerships with retailers like Amazon and Superdrug are additionally serving to Avon attain a wider viewers and improve the shopper expertise.

As Avon continues its journey of transformation and digital innovation, Çitçi’s imaginative and prescient is to see a shift in shopper notion, elevated model consideration, and a brand new era of shoppers introducing Avon merchandise to their moms. With a deal with inclusivity, modernity, and empowering ladies, Avon is poised to make an enduring affect within the magnificence trade.

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