Avon


 

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Avon History:-

Avon Products traces its origins to 1886, when David H. McConnell bought the Union Publishing Co. and started manufacturing perfumes to give away with books. When he discovered that his customers were more interested in the fragrances than the books, Mr. McConnell concentrated on selling perfumes. The business was renamed the California Perfume Co. in an effort to associate its products with the perceived beauty and novelty of the “Golden State.”

From the beginning, CPC sold directly to the consumer through a national network of sales agents, primarily women. During the late 19th and early 20th centuries, CPC grew rapidly and expanded its line of products to include cosmetics, household cleaners, food flavorings and toiletries.

During the 1920s, CPC sold fragrances and cosmetics under various names, but the company itself lacked brand identification. In 1929, it established two separate product lines: “Perfection” (food flavorings and household cleaning products) and “Avon” (toiletries and cosmetics). Ten years later, CPC was renamed Avon Products to reflect the company’s identification with its cosmetics and toiletries lines. (Mr. McConnell had died two years earlier at age 81.)

National Advertising:-

During its first 50 years, Avon did little advertising; instead, it relied on catalogs and product samples carried by sales representatives. During the Great Depression, however, CPC began to advertise nationally. It sponsored the radio program “Friends” in 1935 and launched its first national ad campaign in Good Housekeeping in 1936. Within a few years, Avon advertised its cosmetics in other national women’s magazines and in the Christian Science Monitor.

While the Luckey Bowman agency handled CPC during its early years, Monroe F. Dreher Inc. has been credited with creating some of Avon’s most memorable ads over a span of three decades. With the onset of World War II, its “Women of Achievement” campaign featured American heroines, depicting women’s contributions to the war effort.

John A. Ewald became president of Avon in 1944 and oversaw its most successful period. Avon’s advertisements during the immediate postwar years featured the company’s sales representatives with the slogan, “Welcome her when she calls.” The celebrity endorsement campaign that followed (1949-52) linked Avon to the glamour of Hollywood and Broadway, professional sports and high society and featured such well-known figures as Jimmy Stewart, Celeste Holm, Loretta Young and Joe DiMaggio.

Avon’s spot TV commercials first appeared in 1953 in the New York and Chicago markets, featuring the “Avon calling” slogan and the quintessential doorbell-ringing “Avon lady.”

Avon expanded into the international market during the 1950s. (Although the company had entered Canada in 1914, its operations were limited to North America until the ’50s.) In 1953, Avon set up a Latin American division, and European offices opened in 1957. With the exception of language, Avon’s overseas ads—primarily print—were nearly identical to those used in the U.S., supplemented in Latin America by filmed commercials in movie theaters and limited TV spots.

By the 1960s, the company’s ad budget was about $700,000 or about 3% of sales. In the mid-to-late-’60s, advertising highlighted cosmetics and fragrances, as well as popular product packaging, including decanters for men’s colognes and Peanuts cartoon characters for children’s toiletries.

During the early 1970s, Avon’s ads reflected the growing importance of the teen and African-American markets. In 1972, the company moved its account to Ogilvy & Mather, which created ads that not only featured products but also recruited new sales reps with the “Someone you know sells Avon” effort.

In 1976, the company doubled the amount spent on print ads and TV spots for the “You never looked so good” campaign. Avon began to target upscale, fashionable women, as in the “Avon now, Avon wow” campaign, which began airing in mid-1983. Two years later, Avon moved its account to N.W. Ayer & Son.

Focus on Anti-Aging:-

During the ’90s, much of Avon’s advertising focused on the Anew line of anti-aging skincare products. Ayer created new campaigns annually, including “Just another Avon lady” (1996), “Dare to change your mind about Avon” (1997) and “Claim your beauty” (1998).

In 1998, Avon appointed N.W. Ayer & Partners (successor to N.W. Ayer & Son) as its single global agency; previously, the company had used local agencies in international markets. In 1999, however, Avon dismissed Ayer. Instead, the company used its in-house ad department to handle creative and launched its first global campaign with “Let’s talk” in 2000. The company budgeted nearly $90 million globally for advertising (4% of sales), representing a 50% increase from 1999 spending. MediaVest, a unit of the MacManus Group/DMB&B, handled media buying for all markets.

At the close of the 20th century, Avon attempted to increase sales and develop international name recognition via a unified brand image internationally; as part of that strategy, it relaunched established products such as Anew and Avon Color as global brands.

In 2001, Avon launched its first retail brand, BeComing, naming independent shop Wieden & Kennedy, New York, to handle the business. Looking to fill in gaps in its target audience, in 2003 Avon launched the Mark brand to reach 18- to 24-year-olds and recruited 25,000 young sales reps to reflect the new face of Avon. Wieden & Kennedy, New York, was named agency of record for the brand.

Avon also shifted its efforts to reach ethnic women, naming a leader of market segmentation and overhauling its brochure to reflect a diverse mix of Hispanic, Asian and African-Americans. Avon also actively recruited African-American sales reps with advertising. In 2004, Avon signed actress Salma Hayek as its advertising spokeswoman as part of an initiative to renew its flagship Avon Color cosmetics line and its fragrances.

Riding the wave of entrepreneurship among the middle classes, Avon became a social phenomenon during the 20th century. While Avon can no longer claim to be the powerful brand they once were, they remain a household name in the 21st century. In May 2017, the company had over 18 million followers on Facebook, placing it in fourth among the global beauty giants. The firm should be seen as having a significant online presence overall, given Avon’s beauty videos had claimed over 55 million views on YouTube by February 2017.
Despite the prominence of the company’s global image, Avon has experienced significant financial problems in recent years. Between 2011 and 2016, Avon’s total revenue dropped from around 9.23 billion U.S. dollars to around 5.72 billion. Unfortunately for Avon, the decline was not contained to one geographic region. The breakdown of revenue from 2013 to 2015 paints a bleak picture in which a downturn in any one region cannot be blamed for the global demise. Unsurprisingly, these drops saw Avon’s total operating profits slashed by half.
The sharp decline in financial returns has prompted a rethink in the firm’s strategies with the door-to-door approach coming under fire in the internet age. According to a 2016 survey, 61 percent of consumers who conducted beauty activities online used the internet to make purchases. As the internet moves from being solely a consumer information source to a retail platform, it is hard to see which doors Avon’s numerous sales representatives will be knocking on next. This is not to say that consumers are not aware of Avon as a brand. In a 2017 survey of U.S. women, 80 percent of respondents reported that they were familiar with Avon, making it one of the most well-known cosmetic brands in the United States. However, only 16 percent of U.S. women use Avon on a regular basis.

Leading Global Brand:-

Avon’s most-loved brands span make-up, skincare, fragrance, personal care, hair care and Fashion & Home categories, with high-quality products that our Representative and customers trust, talk about and are proud to recommend.

Make-up

mark.

The Power to create a lasting impression
At mark. we want everyone to make their own lasting impression on the world and to do it entirely on their own terms. We won’t tell you how to make your mark, but we will give you the tools and inspiration to do exactly that. With our ever-evolving range of high-performance make-up you are always on trend, always different, always you.

Avon True

Avon True believes that there is nothing more beautiful than being yourself. That every woman should feel free from the standards of others.  Avon True puts you first – so we’ve developed high quality, intelligent products that do all the work – we make it easier to get the look you want. We turn make-up artist ‘know how’ and the latest trends into bite size tips and tricks so you can be your best you,

effortlessly.

Fragrance:

Today, Tomorrow, Always

This complementary collection of timeless and emotionally evocative fragrances is designed to evoke the emotions of true love. These fine fragrances each have notes of neroli, with a carefully selected bouquet of distinctive floral notes, reminding you of beautiful and poignant moments of love.

Avon Eve

Eve Elegance, Eve Confidence and Eve Alluring make up this trio of complementary perfumes that celebrate the many facets of a woman, for expressions of all that you are.

Far Away

Far Away is our bestselling fragrance, and millions of women around the world consider it to be their glamorous signature scent. This unique oriental floral fragrance blends exotic florals spiced with amber and musk.

 

Musk Marine

Avon Musk is an authentic scent that gives a daily sense of security, assurance and confidence. Strong, clean and sharp it resembles the light reflective surface of water and the unstoppable power of the ocean. A modern new freshness fragrance which begins with citrus and aromatic top notes and ends with a woody mossy trail.

 

Black Suede

Black Suede is a seductive, masculine scent beloved by men (and women) around the world. It’s a classic blend of woods and greens, made irresistible with the modern feel of leather.

Full Speed Max Turbo

Inspired by high speed vehicles and sports, Full Speed is infused with the thrill and excitement of adrenaline accord. A unique and bursting long-lasting blend of Natural Citrus and Chilled Spices for those who wants to feel the rise of heartbeat and the blood pressure in their veins, leaving an exhilarating and unforgettable impression.

 

Segno

A powerful, inspirational fragrance, Avon Segno is designed for the man who positively influences others. Made with superior ingredients, Segno has Vetiver infusion in its powerful roots. Leatherwood exudes depth and warmth, guaranteeing long-lastingness.

 

Skin Care

ANEW

A lifetime beautiful
Avon revolutionised the world of skincare with the launch of ANEW.

Consistently first to market with skincare breakthroughs, ANEW pioneers anti-ageing technology, and makes it accessible to everyone. ANEW launched the first mass skincare product to contain Alpha Hydroxy Acid anti-ageing technology, and the innovations haven’t stopped.

We believe that renewed, vibrant, youthful skin empowers women to live each day fearlessly and to its fullest: to do more, to be more. That’s why we are relentless in our efforts to deliver cutting-edge science, technology and ingredients that transform skin.

Within ANEW, there are five collections for different skincare needs and ages:

 

ANEW Clinical

gives women of all ages proven anti-ageing results inspired by professional procedures. With a range of highly effective, targeted treatments that deliver powerful results, each product is proven to offer at-home alternatives to dermatologist procedures.

ANEW Perfect Skin

is specially formulated to give women aged 25 to 35 a simple and effective skincare regime that will keep skin looking gorgeous, bright and flawless. Perfect Skin Complex helps maximise skin cell turnover, giving you the confidence that your skin looks perfect from any angle.

 

ANEW Reversalist

is for women aged 35 to 50 who want to reverse the look of fine lines and wrinkles whilst infusing skin with moisture. Reversalist products contain exclusive Tri-Elastinex Technology to help reconstruct surface skin cells.

 

ANEW Ultimate

is designed for women aged 50 to 60 who want to improve the radiance and moisture levels of their skin, whilst tackling wrinkles. Celluvive Complex helps enhance surface skin cells’ cleansing process to breathe new life into your skin.

 

ANEW Platinum

is formulated for women aged 60 and over, who want to, improve contours and volumise the skin cells for a younger look. The Platinum range contains patented Paxillium Technology to help restore youthful cell shape and boost collagen to firm, lift and strengthen the look of skin.

Avon True Nutra-Effects

A lifetime beautiful
AVON TRUE believes that the most beautiful thing a woman can be is herself, because when a woman looks her very best, they feel their very best. Avon True delivers visibly healthy skin that can be seen instantly, and that improves with time. Her daily routine now brings a more pleasurable experience, and gives her confidence that she is doing the right thing for her skin, now and in the future.

AVON TRUE Nutra-effects harnesses the power of natural ingredients to nourish your skin, unlocking its natural healthy and beauty. Each product has an Active Seed Complex, which is rich in vitamins and antioxidants, to hydrate and nourish your skin. The range is formulated without dyes and parabens, it is allergy tested and suitable for sensitive skin.

Within AVON TRUE Nutra-effects, we have ranges for different skin concerns, including Radiance, Hydra Boost and Mattifying, plus collections for different ages. With a range of matching cleansers, we have everything your skin needs to look its healthy best.

Clearskin

Let their confidence shine
Our Clearskin range is designed for teenagers or for anyone who suffers breakouts. We want to help give you clear skin confidence, so our comprehensive range has lots of solutions to clear and control breakouts, from cleansers, to scrubs, masks and moisturisers. The effective formulas are gentle enough to use every day, letting your smile, not your spots, take centre stage.

 

Body Care

Avon offer an extensive range of body skin care products to meet all of your and your family’s needs – from body lotions, sun care, hand creams to foot care.

Avon Care

Avon Care gives you great value, fuss-free skincare that nurtures your whole family’s skin. We make it easy to care for your skin from head to toe, and have a host of collections for different skin types. We also have products designed for men’s skin, in the Avon Care Men collection, and we have an extensive range of sun care products, to keep your family’s skin safe in the sun.

Encanto

Encanto – our most luxurious range of body lotions, creams, oils, bar soaps and body sprays infused with delectable scents you’ll love. Our ranges include Elegance, Energy and Seduction, with each variety helping you express yourself whilst giving you gorgeous skin.

Avon Naturals

Offering fantastic value and gorgeous natural scents, Avon Naturals has a wide selection of gentle, moisturising cleansers, lotions, room and body sprays and shampoos.

With mouth-watering scents, such as Cherry Blossom, Grapefruit & Passion Fruit and Golden Apricot and Shea, plus the Naturals Kids range, your skin (and bathroom) will soon smell amazing.

Foot Works

Your feet work hard every day, so we make it easy to look after them and keep them happy. Avon Foot Works is a comprehensive range of high quality, affordable products that help you quickly and easily target your specific foot problems.

Skin So Soft

Skin So Soft is a much-beloved brand that has developed a loyal following since it was first launched in 1961. With a wide variety of oil –infused body lotions, body oils and bath and shower products, we make it easy to get touchably soft skin.

Hair Care

Advance Techniques

Avon’s Advance Techniques hair care products bring the salon experience home, at affordable prices. With Advance Techniques, you can turn up the volume, intensify the shine, repair damage and improve the overall health of your hair.

Treatments are the foundation to beautiful hair, so Advance Techniques offers an exclusive line-up of hair treatments, catering to every hair type and need. Developed by our experts at the Avon Hair Science Centre, Advance Techniques treatments provide much more than a superficial effect. Their scientifically-proved ingredients support, nourish and repair your hair, resulting in your most beautiful hair, day after day.

Our professionally formulated regimes include Miracle Densifier, Daily Shine, Supreme Oils, Colour Correction, Argan Oil, Instant Repair, Anti-Dandruff and many more.

When it comes to styling, Advance Techniques has everything you need, from professional styling brushes, to heat protection, hair spray, mousse and styling sprays.

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