Avon Calling

As a direct-selling company, Avon is only as strong as its base of representatives. But that base was in serious decline since Millennial women thought the brand was better suited for an older generation. They would soon find out that they have a lot more in common with Avon than they thought. Millennials shun traditional definitions of success, approaching life and work on their own terms. And Avon has been empowering women to become entrepreneurs since before they even got the right to vote.

The Case Study

The Results

Winning a Bronze-Effie and The Direct Selling Association’s Best Marketing Campaign, “This is Boss Life” breathed new life into Avon.

  • 49% increase in daily representative leads

  • 55% boost in positive social sentiment

  • 100% lift in brand consideration (vs industry norm of 4%)

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