Developed by Desgrippes Gobé Group’s Hong Kong and Paris operations, the brand revitalisation marks one of the first times Avon China has looked to an external partner for branding-related support.
Much of its previous work was undertaken by the company’s in-house design team. The decision underscores the growing importance of China’s increasingly lucrative cosmetics market, with recent TNS Worldpanel figures showing that growth levels average between 15 and 20 per cent year-on-year. The value of the China market will thus pass that of the US in two years’ time, increasing from US$2.2 billion in 2006 to $3.8 billion by 2009. “Consumers have a greater disposable income and they’re more willing to spend money on things that make them happy,” said Craig Briggs, managing director, Desgrippes Gobe Asia.
“You only need to study premium brands around Avon, brands from Japan or Korea or from Europe or the US, to see that they’re gaining a foothold in China and having a lot of success. It’s really a reflection of China’s emerging middle class.”
The rebrand included three aspects: a new brand identity, structural design and packaging graphics. A key part of the new-look Cleawhite revolves around the new material used for the packaging, which subtly turns different colours depending on the light, and is almost translucent. The process seeks to modernise the brand, which according to Briggs, had previously been positioned as a “middle-of-the-road” product.
“Avon really wanted to meet the evolving needs of the Chinese consumer, who is seeking a friend in the cosmetics sector, but also to position it as a ‘masstige’ brand.”
According to the TNS Worldpanel results, key factors driving China’s cosmetics market include rising prices, consumers trading up to more expensive products, growing demand for products and a 2006 relaxation of the Government ban on direct sales.
