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Using TV to enhance brand awareness and drive sales

Avon Cosmetics. Using TV to enhance brand awareness and drive sales. The Background. Avon established itself as household name in the Fifties and Sixties and is today still the world's largest direct seller of cosmetic products with operations in 143 countries

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Using TV to enhance brand awareness and drive sales

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  1. Avon Cosmetics Using TV to enhance brand awareness and drive sales

  2. The Background • Avon established itself as household name in the Fifties and Sixties and is today still the world's largest direct seller of cosmetic products with operations in 143 countries • In May 2004, Avon returned to UK Television for its first national TV advertising campaign in nearly 40 years using ITV1, Channel 4, Five, Sky Sales and E4 • Avon wanted to establish themselves as a credible and contemporary brand for today’s consumer and drive sales for a new product, Cellu-Sculpt - a cream designed to firm and tone the body whilst reducing cellulite

  3. Objectives • To Make Avon Cosmetics relevant to 21st century women • Identify the core cosmetic audience by targeting women aged 25-44 • Ensuring stand out of new product Cellu-Sculpt against intense media competition from rival products by focussing on key regions • To introduce a touch of celebrity and glamour into a relevant programming environment • Establishing Cellu-Sculpt as a miracle “hero” product, driving sales and brand awareness

  4. The Campaign • The campaign achieved a 65% uplift in sales of Cellu-Sculpt • Brand awareness was consistently greater post campaign • Perceptions of Avon’s character and authority on beauty have improved significantly • Perceptions of Avon amongst ‘non Avon users’ have also improved post campaign

  5. Results • Avon has seen a rise in its brand equity post-campaign amongst its target audience – it is now seen as more modern and fashionable • Perceptions of the brands character and authority on beauty have improved significantly • Current purchasing intent showed a significant rise from 34% to 40% and a rise in future purchase intent from 36% to 45% • Most importantly the perceptions of Avon amongst ‘non Avon users’ (i.e. not used in the last 6 months) have also improved post-campaign

  6. Testimonial “Having chosen not to invest in TV advertising for so many years, we were unsure the Cellu-Sculpt activity would impact us. Our hope was that we would be able to shift awareness and consideration of the Avon brand, but we did not expect to see a particular uplift in product sales. The increase in Cellu-Sculpt sales following the campaign came as a real bonus – with an uplift of around 65% after the ad had aired.” Jason King, Group Brand Manager Beauty, Avon Cosmetics

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