Avon, Watch Me Now. Reshaping a beauty brand from underdog to global force

Avon, a beauty brand, launched a worldwide campaign to change perceptions in a way that is likely to drive penetration and help increase pride amongst women.

Campaign details

Brand: Avon Agency: Wunderman Thompson UK


This is a turnaround case about a centennial beauty brand that had to look itself in the mirror to rediscover its power.

Conceived 130 years ago, Avon was now fighting for relevance in the modern world. Perceived as low-quality, cheap and outdated, Avon was struggling to recruit younger representatives and consumers, driving a constant decline in penetration, sales and

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands