The Avon Advantage | Celebrity Endorsements
Austin, TX - (ZPRYME NEWS) – 10/30/08 – The upsurge of celebrities endorsing brands by Avon has been progressively increasing over the past years. Avon marketers visibly acknowledge the power of celebrities in influencing consumer-purchasing decisions.
Even so, Avon has some work to do. In a study of mass-market cosmetic brands, research firm Brand Keys found that Avon lagged behind seven others in terms of customer loyalty. Mary Kay topped the list. “Avon’s problem is that it isn’t associated with anything in particular,” says Robert Passikoff, CEO of Brand Keys in New York. “It’s almost like a commodity.”
But the sizzle that Avon hopes to generate might not help the brand. Los Angeles brand expert Rob Frankel estimates that more than 90% of the time, “people pay attention to the celebrity, not the brand.”
The push is part of an effort to raise the cool quotient of New York-based Avon, the direct-sales company that consumers associate more with suburban housewives than urban trendsetters. While revenues in many parts of the world grew in the first quarter–with sales up 60% in Brazil and 29% in China–North American sales fell. The challenge, according to global brand President Geralyn R. Breig, comes down to generating buzz. “In market after market, we found that we were meeting women’s needs in quality, variety, and innovation,” says Breig. “Where we fell short was in the image of the brand.”
The Hollywood route is the culmination of a strategy forged three years ago when CEO Andrea Jung faced sales declines and a stock price that had dropped 45% over a six-month period. She cut costs, focused on improving products, and ramped up advertising to turn the company around.
For a sense of how far Avon Products has strayed from its homey image in the U.S., just look at who’s now filling the role of Avon Lady: actress Reese Witherspoon, MTV star Lauren Conrad, Bond Girl Gemma Arterton, and Patrick Dempsey of the hit TV drama Grey’s Anatomy. Also newcomers, Lauren Conrad, a spokeswoman for Mark, Avon’s line tailored to women 18 to 24 years old. New York Yankee Derek Jeter teamed up with Avon on the Driven and Driven Black fragrances and lastly Jordin Sparks, the winner of Fox’s “American Idol” last year, as the brand’s sales representatives’ spokeswoman, a first for the teen-oriented brand. Having featured unknown women in its ads until a few years ago, Avon is increasingly turning to Hollywood for a glamour makeover.
Lastly, In May 2008, Avon announced collaboration with the James Bond entertainment franchise, property of Danjaq and Eon Productions, to create a new signature Bond Girl 007 women’s fragrance. Bond Girl 007 would launch globally in October 2008.
By
Emerging Markets Group (Zpryme)
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Tags: avon, beauty & cosmetic, beauty industry, health & wellness, Zpryme