Celebrity makeup artist Jillian Dempsey is giving Avon’s core color franchise a makeover next year in an attempt to turn the cosmetics giant into a beauty authority, strengthening its position globally.
As part of a multiyear contract that started in August, Dempsey, Avon’s global creative color director, is upgrading color palettes for eye, lip and face shades in the company’s existing color collection. The Spring Style 2007 Sheer Collection marks the first limited-edition color collaboration between Avon and Dempsey. The seasonal collection, available for two months, will offer a face powder, brush, lipsticks, lip glosses, nail polish and eye shadows. Dempsey looked to a sheer palette for inspiration. “I like makeup that’s not complicated and you can apply effortlessly. Since I don’t like to spend lots of time looking in the mirror, I like makeup to be a simple process,” said Dempsey.
According to company executives, Avon’s color business exceeds $1 billion.
“We’re stepping up our brand competitiveness by reenergizing Avon color, our largest global brand in the Avon portfolio,” said Jill Scalamandre, senior vice president of global beauty brands for Avon. “This aggressive repositioning requires innovation. We’ve taken a look at all our color palettes and textures and revamped it with an eye to being more modern and fashionable.”
In addition, the entire color collection will be repackaged in a global initiative that will begin in the U.S. By March, Avon’s color collection will be upgraded in the U.S., followed by Europe in April and Latin America and Asia in September. Avon will soon sport a new look with black packaging as opposed to its traditional blue.
“We’re keeping the silhouette but giving it sleek, high-shine action with metallic accents,” said Claudia Poccia, president of Avon U.S. Beauty and global president of Mark, who added that the company also sees this as an opportunity to attract new customers to the brand. “This steps up the level of style and ‘fashionability.'”
According to Scalamandre, Avon is considering other partnerships with style experts “to help drive Avon’s style brand.” The brand recently signed designer Cynthia Rowley, who will work with Dempsey to develop an exclusive limited-edition collection color line, scheduled to launch next fall.
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Poccia said there will be a 360-degree marketing plan, which will include print and television advertising campaign featuring new creative around Avon color. Television will break in March, while print ads will break in April. In addition, the Avon brochure will be redesigned and feature style authorities like Dempsey, who will offer editorial tips and techniques designed to educate consumers. More than 15 million lip and eye color samples will also be distributed in March to sales representatives and consumers. Sales representatives will also be given training tools such as DVDs, look books and “Webinars,” to help them communicate with consumers. Although company executives would not comment on advertising expenses, Poccia said the company significantly increased its ad investments for this initiative.