Avon, which was acquired by Natura &Co. in 2019,  has appointed creative agency Free The Birds to help transform its brand visual identity and packaging design.
 
The brand refresh will form part of a wider effort to strengthen the Avon brand and open access from traditional door-to-door selling to more digital channels, all done with a personal touch through beauty advisors.
 
Over the years, Free The Birds has developed a reputation for branding and design within the beauty and wellness industry, having completed successful brand refreshes for leading multinationals such as P&G, Boots and Coty. In Avon’s case, it will be responsible for the brand refresh, including transforming its visual identity and physical packaging across all product ranges.
 
Nick Vaus, partner and creative director at Free The Birds commented: “Being selected to work with a heritage brand such as Avon on this important next phase in its brand evolution and sales strategy is a fantastic opportunity to build on our expertise within the beauty and cosmetics space. The brand refresh will elevate Avon’s new vision and enable it to strengthen its position on the global market.”
 
Kristof Neirynck, CMO at Avon, added: “We offer a unique value proposition in the way we engage with our customers on a personal level. As a brand that is going through a transformation, we have to make sure we retain this high touch aspect of the brand. At a time where aspirational beauty at irresistible value is in demand, we chose to work with Free The Birds to revamp our brand identity in line with consumers’ changing expectations.”
 
The partnership is expected to last for a few years, and the first redesigned SKUs will be rolled out to key markets like Brazil, Mexico, Poland and the UK.