We directed creative development to use the Avon Mavens’ responses for each new product launch. This established an ongoing dialogue between Avon, its consumers and real women in the pages of their favourite magazines, whose trusted equity was leveraged in the process. Each execution brought to life the print experience, transforming the advertisements into shared venues that gave voice to their opinions and insights the testimony our consumers value over any other endorsement.

Avon Mavens established a platform to launch all new Avon products. The first product supported exceeded dollar sales goals by +12%. Over 10,000 women requested to participate, sampling 1,700+ products and providing invaluable insights. This $300M investment yielded $900M value and invigorated Avon’s 6-year-old “Let’s Talk Avon” campaign.