Jenny Chan 陳詠欣
Aug 23, 2011

Avon hires StartJG for a make-over of its cosmetics brands

ASIA-PACIFIC - Avon has given StartJG the creative business for its Avon Color and Simply Pretty cosmetics brands in Asia.

Avon's 'Simply Pretty' makeup brand
Avon's 'Simply Pretty' makeup brand

A representative from StartJG in Hong Kong confirmed the win to Campaign today.

According to Euromonitor International’s Beauty and Personal Care research, China is the market within Asia that offers the most opportunity for growth for Avon, because of the relatively low penetration of the company's products at the moment.

Despite being one of the leading retail brands in health and beauty, Avon is often associated with a "mumsy" and old-fashioned image in Asia. It also faced significant challenges during 2010 when overall sales in China went on the decline. The company had changed from a hybrid selling model to one focused on direct sales.

Euromonitor analysts believe that Avon wants to use proceeds from the sale of its Japanese operations to further boost its investment programme in existing markets in Asia.

One of the newest cosmetic products that Avon has launched is the 'Ultra moisture-rich moisture seduction' lipstick which, according to Avon, is the first lipstick to combine lip color and lip balm.

From being a small-town perfumery in 1886, 125-year-old Avon has now grown into a full-fledged seller of beauty products. Its portfolio ranges from cosmetics, fragrance, skincare, jewellery, and accessories to even intimate apparel. 


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