Avon Ladies

Article excerpt

It was a consumer icon in the 1960s. But now cosmetics giant Avon is ditching its dated '60s image in a bid to attract a new generation of customers.

The Hello Tomorrow global campaign, launched this week, aims to transform the company into a modern brand for the 21st century.

Avon is usually best known for its legendary 1966 ad slogan 'Avon Calling' - a reference to its door-to-door saleswomen.

But the eponymous Avon ladies are not going anywhere, and will play a major part in the future of the company.

There is currently an army of five million Avon ladies worldwide, and the brand is launching a global representative recruitment campaign, outside the UK, for more to sign up.

More than $US340m (pounds 176m) will be spent on advertising in 2007, with ads running on billboards, and in print and broadcast from April.

Andrea Slater, president of Avon in the UK and Ireland, said, 'We currently sell to one in three women in the UK.

Hello Tomorrow is our chance to convert the remaining two in three, whose perceptions of Avon may still be rooted in the distant past of our 1960s advertising campaign.

'Hello Tomorrow shows that Avon is transforming itself and aims to transform women's lives and beauty bags all over the world. …