Once Again, Avon Calls On New Ads

New Year, New Campaign From N.W. Ayer for Cosmetics Perennial
NEW YORK–A campaign breaking this week for Avon Products by N.W. Ayer & Partners will feature the client’s third new tagline in three years: “Claim your beauty.”
While not a repositioning, the new work is an attempt to maintain the assertiveness of the previous two campaigns with a call to action.
“The Avon advertising has evolved from a message that defined who we are as a company to a message that communicates what we can do for the consumer,” said Delia deLisser, senior director of global advertising at Avon.
In the first spot, which trumpets Perfect Wear Double-Performance lipstick, an attractive brunette asks women to imagine “lipstick amnesia”: Putting on lipstick, forgetting it is there and then, upon catching your reflection in a mirror, realizing that it still looks perfect. “Sometimes it’s just more fun being a girl,” she concludes. Print ads break in February beauty magazines, and will be followed by other TV executions.
In 1996, Ayer positioned the brand with its “Just another Avon Lady” campaign. The brand was presented as modern and glamorous in an appeal to 20-something women.
Last year, the tag became: “Dare to change your mind about Avon.” That campaign featured women becoming Avon converts by seeing results from the products.
Avon, however, still battles the dowdy “Avon Lady” image of years past. “Research showed that we needed to be more positive, and the “Claim your beauty” line reflects that,” said Cheryl Callan, Ayer’s executive vice president and the Avon account chief.
Avon will spend $30 million behind its 1998 advertising. Creative Media in New York handles media chores.
Avon began the year with a new chief executive, Charles Perrin, and the promotion of Andrea Jung to president in charge of worldwide operations.
According to Women’s Wear Daily, Avon ranks seventh globally in cosmetic sales. However, Avon is the world’s top “direct seller” of cosmetics, according to Hoover’s Online.