Avon started this year a strong program to rejuvenate the brand. Even in the midst of the pandemic, the company did not make a move and detonated the process with the #Avontáon campaign, which was elected by the market, in a survey carried out by PROPMARK, as the best action of 2021.
Danielle Bibas, the company’s vice president of marketing, says she is very happy with the election, especially as this is an iconic year for the brand, which turned 135 on September 16. “This recognition by the advertising market is a huge honor.”
She also highlights that it was worth investing in a transformation as radical as the one the company decided to face. “It’s a lot of daring and courage. And the indication that Tá On was the best campaign this year is the culmination of a lot of work, which required the involvement of the entire team”.
For her, the memory is a great recognition of the force used to modernize the brand. Danielle also reveals that three things indicate that Avon’s strategy is on the right path. The first one was the gain in share in the beauty market.
According to data from Kantar, in the first quarter the increase was 6.3%; in the second, 7.2%; and in the third, again, 7.2%. “The numbers show a very important gain”. She also assesses that e-commerce, whose channel the company also invested heavily, contributed to this advance.
Indicators also positively point to how the brand is being felt. Innovation, according to the executive, is the main one. For Danielle, when the brand is strong it reflects on consumer loyalty.
Another point highlighted by the marketing vice president is the participation of the reseller in this process. “They grew in service level and the power of the brand encourages the representative”.
The #Avontáon action had as its initial objective, according to Danielle’s account, to show that the brand had renewed itself. “It is current, modern and present in digital channels. The Táon positioning means that it is connected”, he argues.
She also says that she had high expectations regarding the brand’s visibility, because the reach of communication was really great.
The company was at Big Brother Brasil 21 and, according to her, it was a huge experience. “The system created surprised us a lot. The brand was much talked about, and had repercussions even outside the country. It was bigger than we were expecting”.
The BBB project was so important to Avon that the company has already closed its participation in the next edition of Globo’s reality show, in 2022.
The next steps, in Danielle’s words, remain focused on the sales force. “It’s a priority”. She says that every effort to improve the dealer’s working conditions was worth it, as it highlighted the commercial program, the career plan, and “they are growing” within the company.
“Digitization is one of the top priorities”. She also declares that expectations for the next year are very high. “We are going to bring more new things to the consumer.
Created by Wunderman Thompson Brasil, #AvonTáOn was born from a popular current and digital term to say that the brand is alive. The term was first presented at Big Brother Brazil and, throughout the program, the new facet of the brand was revealed with elements of Avon’s evolution. Important themes for the purpose of the brand were highlighted, such as diversity and female empowerment and entrepreneurship, in addition to trying to break down prejudices and barriers.
