In one 30-second spot that's part of a $30 million-plus campaign breaking this month, a woman admits: "I'm a snob. My sister's telling me how great this Anew stuff is . . . I wouldn't be caught dead using Avon."
The commercial and campaign from N.W. Ayer & Partners, New York, refers to Avon's restaging of its Anew skincare line, which along with two other skincare lines will be the beneficiary of virtually all the company's media support this year.
"We are turning up the volume," said Andrea Jung, corporate senior VP and president of global marketing. "The campaign voice is more aggressive and more confident."
Three TV spots promise guaranteed, money-back results. Each concludes with the line: "Dare to change your mind about Avon."
In addition to print and TV, the campaign will use transit ads on buses, shelters and kiosks in Chicago, Los Angeles and New York.
Last year's "Just another Avon Lady" will continue as a subtheme in Avon advertising. But "Dare" will telegraph the company's complete makeover, reflected in everything from a new logo, new Web site graphics, redesigned brochures, catalogs and upgraded products.
"Dare"-themed ads will run throughout the year in a number of variations.
With $4.8 billion in worldwide sales, Avon's future growth lies not just in emerging markets but also in the conversion of non-Avon consumers to its products.
According to Christina A. Gold, senior VP and president of Avon North America, "Last year we saw increases in new customers-particularly the second half of the year-that were the strongest level of customer growth in the last five years."