The Challenge
Avon wanted to redefine and reposition its range of fashion, home and wellness products to enhance its appeal among women of all ages, both in the UK and in developing markets around the world.
Our task was to create a dynamic customer experience using sophisticated storytelling that resonates with both new and heartland consumers and increases commercial activity across the range.
Our Solution
We created Nova – a self-contained ‘catazine’ inserted into Avon’s monthly printed beauty brochure – which showcases the latest fashion, home and wellness trends, making them relevant and accessible for Avon’s customers.
Across 40 pages, bespoke photography features authentic, diverse models in aspirational yet relatable lifestyle scenarios, mirroring the diversity of Avon’s global customer base. These images are interspersed with artful still-life product shots to add pace and variety to each issue.
Rather than simply group the products by category, we curated editorial-style features – themed around seasonal cues, co-ordinating colours or catwalk trends – to further engage readers and maximise cross-selling opportunities by encouraging customers to ‘shop the look’.
Snappy, shoppable editorial and handy how-to guides highlight each product’s benefits and style credentials, while bold headlines and eye-catching callouts dial up the on-trend aspects and tap into readers’ FOMO on limited-edition items.
We also created dynamic video content to tease the launch of Nova and engage new audiences on Avon’s native social channels. With its fresh visual identity, Nova reflects the Avon brand: empowering, confident, authentic, inspiring and inclusive.
The results
Nova is delivered as a self-contained bound insert within Avon’s monthly brochure, clearly establishing Nova’s distinct identity and enhancing standout.