Marie Claire Answers Avon's Calling
Avon's key objective was to disassociate themselves from their mumsy and old fashioned image, to establish themselves as fashionable and relevant, and to become a brand that consumers are proud to own.
It was crucial for the Avon creative campaign to achieve the following:
- Creative standout
- Engagement with readers
- Recruitment of new users to the Avon brand
- Repositioning as a more modern and fashionable brand
IPC Creative Solutions developed a two stage creative campaign for Avon In Marie Claire. The solus activity launched with an impactful sealed section, followed by a series of advertorials over a 6 month period.
IPC Insight commissioned GfK NOP Media to undertake a two stage research project amongst readers of Marie Claire, using IPC's own customer database.
For more details on this case study click Avon Case Study or contact IPC Insight Verity Amos 020 3148 7637.
