Avon has launched a new brand repositioning designed to challenge preconceived ideas about the company. Watch Me Now, as the campaign has been named, aims to better reflect the contemporary version of the 135-year-old direct sales giant as a digital social seller.
Of course, Avon-owner, Natura &Co scored a coveted second place in Refinitiv’s 2020 Diversity & Inclusion top 100, and L’Oréal was delighted to secure a top 10 spot too, placing sixth – the French beauty giant’s best ever ranking.
Johnson & Johnson recognised this year that there’s work to be done on the D&I front and to its credit, it’s doing it. The US health care giant’s Innovation Studio has reportedly invested a seven-figure sum recently launched Black-owned hair care line Sunday II Sunday.
Over in Japan, meanwhile, Pola Orbis has teamed up with Ana Holdings to design the world’s first space-friendly cosmetics line. The two companies are aiming to produce a beauty range that is comfortable to wear at zero gravity and in dry conditions by 2023, with Ana providing the aircraft needed to test performance and Pola Orbis the beauty know-how.
Last, Beiersdorf-owned Nivea has launched a new multi-purpose cleansing range on the South African market. The Perfect & Radiant 3-in-1 Daily Detox Cleansers can be use as a wash, scrub or mask and contain green tea, combining two of the year’s biggest trends: multifunctionality and wellbeing.
Can a new campaign lift Avon into the 21st century (and, of course, boost sales)? Tell us what you think of the new logo in the comment box.
Georgina Caldwell