GB: Avon recently rebranded with a global campaign - Did Britons take note?
April 21st, 2023, Lesley Simeon

GB: Avon recently rebranded with a global campaign - Did Britons take note?

Earlier this year, cosmetic brand Avon launched a global campaign titled “Embrace Your Power” across TV, digital and social channels. The campaign not only marked the beauty brand’s first return to TV since 2021 but also introduced the brand’s new makeover.

We look at YouGov data to see whether the campaign impacted Avon’s Ad Awareness score - which indicates how many and which consumers are noticing the brand’s advertising.

According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Avon’s Ad Awareness score grew the most among Britons aged 50 years and above, following the launch of its campaign. The metric grew from 3% on 27 January 2023 (when the campaign launched) to 8% on 18 April 2023 among the 50+ cohort.

Among 35- to 49-year-olds, the metric grew three percentage points from 4% to 7% during the observation period. Finally, Avon’s Ad Awareness score among 18- to 34-year-old Britons improved from 3% on 27 January 2023 to 5% on 18 April 2023.

Avon’s new positioning is an effort to offer more engaging consumer experiences and boost the brand’s “presence amongst all demographics.” According to Kristof Neirynck, the brand’s global chief marketing officer, “In other markets, we still have a reasonably strong brand equity, but in a market like the UK, when I say I work for Avon, the next question I get is, ‘are they still around?’”

Data from BrandIndex demonstrates Neirynck’s point.  Avon’s Awareness score - which measures how aware customers are of the brand - has dipped from 2020 onwards and has yet to recover to pre-pandemic levels. Consumers’ Awareness of Avon dropped four percentage points from 91% on 1 January 2019 to 87% on 18 April 2023.

More recently, Avon also launched on Amazon UK. The move, a first for the beauty retailer, will see over 3000 of Avon’s products offered on Amazon in a bid to boost the former’s ‘omnichannel strategy’.

With the brand looking to engage a wider consumer base, we look at YouGov data to see what Avon’s current customers feel about shopping for cosmetics.

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 40% of Avon’s customers and 27% of the general British population “tend to stick to the same brand for all products.” Interestingly, 24% of the retailer’s customers and 19% of Britons in general tend to use different brands for different products.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Avon’s Ad Awareness score is based on the question: Which of the following cosmetic and skincare brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. Its Awareness score is based on the question: Which of the following cosmetics and skincare brands have you ever heard of? and delivered as a percentage. Scores are based on an average daily sample size of 1309/6131 GB adults between 1 December 2022/1 January 2020 and 18 April 2023.  Figures are based on a 8 week/12 week moving average. Learn more about BrandIndex.

YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for GB is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by Kelly Sikkema on Unsplash