AMIDST bursts of rainbow colours and the flutter of pigeons, Avon Cosmetics Malaysia Sdn Bhd revealed its new look at the launch of the company’s first globally integrated campaign called Hello Tomorrow.
It was a simultaneous launch with Avon branches in more than 100 other countries around the world, and also marked the company’s Global Day of Associate Appreciation in honour of all associates who have ensured Avon’s success for 120 years globally and 30 years in Malaysia.
The campaign combines messages about the company’s iconic beauty brand and well-known direct selling channel into one integrated communications platform.
Hello Tomorrow is Avon’s first universal message platform to reach both consumers and representatives.
Highlight: Avon’s executive directors, including human resource director Azlan Ismail (left) and marketing
director Sahara Noon (right), releasing 120 pigeons to mark the launch of its ‘Hello Tomorrow’ campaign.
It communicates a new day of opportunity, excitement and reward for consumers, while conveying the opportunity to define one’s financial destiny by using the Avon direct selling earning opportunity to create a more independent life for its representatives.
The launch began with a corporate video called Avon Today, and was followed by a video message from Avon Products Incorporated chairman and CEO Andrea Jung, as well as Avon Malaysia, Thailand, Vietnam and Indonesia president Mansoor Wan Abdullah.
“Hello Tomorrow is our chance to communicate how Avon is transforming itself and the lives of women worldwide through economic empowerment, innovative beauty products, philanthropy and outstanding corporate citizenship,” said Jung.
“It’s fitting that we launch Hello Tomorrow on International Women’s Day,” said Mansoor.
“Today is a day that we honour Avon’s 120-year history of empowering women, thank our more than five million representatives and 45,000 associates worldwide for their dedication, and commit Avon to continue its mission as the company for women.”
The Hello Tomorrow campaign was brought to life through a video that communicated the essence of the campaign, which is “a glimpse of an exciting new day, and a symbol of a better tomorrow”.
Local artiste and the face of Avon’s Anew skincare products Syafinaz Selamat entertained guests with two songs – Somewhere over the Rainbow and I Will Survive.
The highlight of the launch was the release of 120 pigeons and a multitude of balloons by Avon’s executive directors.
Avon’s associates later visited its Activity Centre where they were treated to makeovers, skin analysis, henna art painting and body glitter tattoos.
During a press conference, Avon Malaysia human resource director Azlan Ismail said that Hello Tomorrow featured a universal new look that was more contemporary, more dynamic and more vibrant than before.
“The rainbow colours in our campaign signify hope and vibrancy, that there’s a reward at the end (for our consumers and associates),” he said.
“New changes include dynamic advertising campaigns, redesigned brochures, continuous stream of innovative products, enhanced training materials and recruiting advertisements.
“Our representatives will benefit from cutting-edge sales technologies to build their businesses through e-commerce and m-commerce, like ordering via the Internet and receiving information through SMS.”