Avon is a fabulous company for supporting women, so we are thriilled to see Avon named as one of the Top 10 Most Creative Brands by Brazilian marketing magazine, Meio & Mensagem.
Avon was highly praised by the business publication for how the company connects with the public, with personality and innovation.
Championing women sporting stars
Numerous Avon activities were noted by the judging panel, including a series of campaigns which championed female sporting stars and celebrated their achievements. From sponsoring the Flamengo Regatta Club in Rio de Janeiro, to featuring Brazilian female footballer Marta Vieira da Silva in its lipstick campaign, Avon’s work celebrates female strength, talent, empowerment and freedom. Marta – the highest scorer in the history of the World Cup – was pictured wearing Avon’s Power Stay Liquid Lip Colour in the competition. The image jump-started the launch of Power Stay lipstick in Brazil.
Communicating in the digital age
Avon was also recognised for its creativity in finding and using new platforms to communicate with and market to customers in a digital age. For example, Avon selected brand ambassador Vivi Guedes, a blogger character played by Brazilian actress Paolla Oliveira, to showcase its products and drove its brand messages through soap opera as well as via Instagram.
Another creative approach of note is Avon using machine learning and artificial intelligence. Avon utilises the Genius Algorithm to process thousands of online consumer comments, which enable the business to define and rank social media’s most desired lash benefits. This level of consumer insight coupled with Avon’s renowned research and development expertise meant that True 5-in-1 Lash Genius Mascara delivered the top five benefits wanted in a mascara: volume, length, lift, definition and dramatic black color with no trade offs.
Focusing on growth and brand building
“We are so proud to be listed in the top 10 most creative brands, among some of the biggest and best brands in the world. Meio & Mensagem is a highly respected title so this is a huge achievement," said Danielle Bibas, Avon Vice President Brand Marketing, Brazil.
"[Now], our focus will be on business growth and brand building. We are opening Avon up to new approaches, technology and ways of working, and it’s a very exciting time for the business so watch this space for more creativity.”
Maybe you should join this highly creative employer
If you want to work for a company that is being celebrated for its high levels of creativity, in addition to celebrating women's achievements, search and apply for jobs with Avon today.
And, are you looking for financial freedom? Consider joining their community of entrepreneurs.
Disclosure: Where Women Work researches and publishes insightful evidence about how its paid member organizations support women's equality.