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Avon Gets a 2023 Makeover
One of the largest beauty companies in the world wanted to look the same everywhere they show up online. Let’s see how a cool studio in London, called Free The Birds, helped them do it.
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For those who are 50 years old or more, the name ‘Avon’ probably reminds them of the famous slogan ‘Ding-dong, Avon calling!’ But if you’re younger, you might not know that this makeup company has been around since 1867 and was really popular during the 20th century for selling makeup directly to people’s homes.
Even though Avon might not be as famous as it used to be, it’s still a big deal worldwide. In fact, it’s the second biggest company in the world that uses a marketing strategy where people sell products to their friends and family, called multi-level marketing. In 2020, they made a whopping $9.1 billion in sales all over the world.
Recently, Avon teamed up with a design studio in London called Free The Birds to give itself a fresh look as part of a long-term plan to make its brand better. They’ve just revealed a new logo and style that matches their new idea of ‘Embrace your Power,’ which was created by another company called Wunderman Thompson and launched this January.
Free The Birds has been around since 1997 and has a lot of experience in making things look good, especially in industries like beauty, homecare, health, wellness, and even food and drink. They’ve worked with big companies like Bayer, Coty, Lindt, and P&G.
Brief and scope
At first, Free The Birds was asked to make Avon’s product packaging look better. But as they looked into it, they found out that Avon’s brand had lost its clear identity and wasn’t the same everywhere it showed up online.
So, they teamed up with Avon to create a united plan: one clear strategy with a new look for everything related to the brand.
They gave Avon a fresh look, including a new logo, product packaging, website, and things for social media. They also made sure everything had the same colors, fonts, and style, and they even created some guidelines to keep everything looking consistent.
All of these changes show what Avon means when they say “Embrace Your Power,” which is all about celebrating the idea that every woman has her own special strength.
Logo & typeface
Free The Birds designed the Avon logo with a solid base in a bold color. They used a strong and motivating shade of pink called ‘power pink,’ which represents optimism and strength. This color also connects to Avon’s dedication to battling breast cancer, something they’ve been committed to for a long time.
In addition to the new colors, Free The Birds worked with Dalton Maag to make some changes to the Avon font. They kept it similar to the old one so people would still recognize it, but they made it look more balanced and refined.
The new look for Avon is being introduced in various parts of the world, including Europe, the Middle East & Africa, South Latin America, North Latin America, and Asia-Pacific.
Nick Vaus, who is a partner and creative director at Free The Birds, said, “Avon is a famous beauty brand that does meaningful things all around the world. But, like all old and respected brands, it needs to keep up with the times, which means making some important changes.
It was clear right away that giving the whole brand a fresh new look would be a big deal. Working with the Avon team to bring this new style to life has been an amazing experience.”
Kristof Neirynck, who is the Chief Marketing Officer (CMO) at Avon, also shared his thoughts. He said, “What makes us special for our customers is the personalized beauty services and advice they get from someone in their community who really understands what they need.
This rebrand was all about celebrating what sets Avon apart in the market. We’ve always focused on creating products that help our customers feel like the best version of themselves.
Working with Free The Birds helped us update the Avon brand to match our ambitious plans for change across all our different ways of reaching people, and we’re really happy with how everything turned out. Now, the brand matches the enthusiasm and empowerment that Avon brings to our employees, Representatives, and our customers.”
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