What Is The Significance Of Avon’s New #BeautyBoss Campaign?

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Avon is leaving no stones unturned to regain its former position in the global beauty industry. After taking several strategic measures to make a turnaround in its performance, and witnessing gradual recovery, Avon’s new #BeautyBoss campaign seems to be targeting the younger beauty users.

The company is trying to create an image makeover of its active representatives through the campaign. Earlier the image that the representatives conjured were someone like a mother figure selling lotions to her neighbor or hosting Avon parties, however, the new representative image is built to attract the more entrepreneurial minded Millennials. The new advertisements revolving around the real life success stories of Avon’s representative show Millennials that being associated with Avon can make them their own boss. In one of the videos a representative talks about how she started off selling Avon’s products just for some extra income but gradually increased the business to the extent that she could pay off her student loans.

Beauty companies these days are constantly targeting the Millennials as this category will dominate the user demographic in the future. Avon is trying to rejuvenate its brand appeal and target the younger user base. One of Avon’s primary strategic aim is to build a robust representative base, as being a direct selling company, a lot of its growth depends on the representatives’ selling potentials and their loyalty to the company. We expect Avon’s beauty market share can significantly rise with the success of such campaigns.

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Have more questions about Avon Products (NYSE:AVP)? See the links below:

Notes:

1) The purpose of these analyses is to help readers focus on a few important things. We hope such lean communication sparks thinking, and encourages readers to comment and ask questions on the comment section, or email content@trefis.com
2) Figures mentioned are approximate values to help our readers remember the key concepts more intuitively. For precise figures, please refer to our complete analysis for Avon Products

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