Avon Cosmetics calls on Wavemaker UK for growth strategy

Wavemaker has been selected by Avon Cosmetics to drive brand and sales growth. The decision follows a competitive three-month pitch which saw Wavemaker win the account from incumbent, Croud.

A pioneer in relationship selling, Avon is a much-loved beauty brand with an impressive heritage spanning more than 135 years. However, it is now operating in an increasingly competitive and fast-paced category. Wavemaker’s role will be to restore and consolidate its foothold as a leader in the beauty sector.

Towards this goal, the agency’s media strategy will continue to emphasise the importance of relationship selling in helping customers access beauty products while elevating additional avenues that facilitate further purchases. As part of this, Wavemaker will work closely with Avon to create a frictionless, platform-agnostic purchase journey that puts the control in the hands of the consumer. This will grow both Representative and Direct-to-Consumer (DTC) sales and, ultimately, awareness and consideration of the brand overall.

Katie Lee, Chief Operating Officer, Wavemaker UK, said: Avon is such an iconic beauty brand, especially when it comes to relationship selling. Who doesn’t remember the infamous ‘Ding, Dong! Avon Calling’ slogan? Therefore, it was pivotal that we learnt into the essence of its unique business model.

We wanted to harness the Avon community, this huge network of relationships between Reps, customers and the brand, to bring a media strategy to the front door that has Avon Representatives at its heart. And at the same time, open up a whole new world for customers who wish to access Avon’s quality products.

Hannah Lally, Head of Brand, Avon UK, said: “We were incredibly impressed with Wavemaker’s ability to respond to a challenging and complex brief and distil it into a clear and compelling pitch with a strong focus on our ultimate business growth objective of market share gains and the simple articulation of how the right media strategy can deliver this.”

Press released originally published in LBBOnline.