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Tuesday March 20, 2007
By JADE CHANPhotos by SAM THAM
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.
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.
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.”
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