Avon

Avon built one of the most iconic distribution models in history, empowering women to build independent beauty businesses decades before the mainstream workforce welcomed them. But by the time we were brought in, that legacy was losing its relevance.

Recruitment was down. Representative retention was aging. And for younger women, the brand felt out of step with the premium, contemporary beauty cues they’d come to expect. Avon still had global awareness, but no longer held modern desire.

Avon needed help to rewrite that story.

Our analysis revealed a deeper issue: Avon wasn’t seen as a brand anymore. Instead, it was seen as a relic. A reminder of their mother’s or grandmother’s generation. What used to feel empowering now felt outdated. The company had the history, the distribution, and the product portfolio but no longer had a point of view that spoke to the modern beauty buyer.

So we went back to the beginning.

In the company’s first newsletter, the original Avon Lady, Mrs. P.F.E. Albee, wrote:

“All success lies in one’s self and not in external conditions… There are possibilities awakened by misfortune which suggest to us the power and strength we possess.”

That quote unlocked a new lens for the company: Avon could be a platform for self-starting women who build their own futures, on their own terms.

We narrated this shift with the tagline, "Hello Tomorrow."

A brand platform built not on nostalgia, but on modern ambition.

We redesigned Avon’s identity to reflect this new point of view: feminine but confident, premium but accessible.

• The logo evolved from dated ornamentation to contemporary refinement
• Packaging and product design adopted beauty category signals of elegance and sophistication
• Photography and campaign visuals centered real women: empowered, ambitious, and emotionally resonant
• Art direction borrowed from prestige skincare, not drugstore legacy

The transformation helped Avon reframe its legacy as a source of power rather than nostalgia. “Hello Tomorrow” became a unifying platform for global storytelling, recruitment, and product marketing. The redesigned identity system elevated the brand’s presence across packaging, digital, and retail. It aligned Avon with the premium beauty space it once helped define. Internally, the work reignited pride and clarity, giving global teams a renewed sense of purpose. Most importantly, it helped reposition Avon as what it truly is: not just a beauty company, but a platform for self-made women building their own futures.