CPC Packaging's 2008 Packager of the Year: Avon's Advertising: A New Image Sparks Growth
Avon has been doing more advertising lately to present its newly reinvented image to consumers—and packaging is playing a major role in helping to define that image.
On July 30, Avon Products Inc. reported that its second-quarter 2008 revenue grew 17% year over year, to $2.7 billion—and sales of beauty products rose 19%. This growth included increases in all categories: color was up 26%, fragrance grew by 17%, skin care increased 15%, and personal care rose 17%.
The rise in sales of beauty products is partly attributed to Avon’s increase in its spending on advertising, which has increased by 10% since last year, to $103 million. Television and magazine ads have supported the launch of new products, such as Pro-To-Go Lipstick and ANEW Ultimate Eye Contouring System. The one-handed opening mechanism designed for Pro-To-Go Lipstick was featured in television commercials.
“It’s always a huge thrill for me to see packages that I’ve worked on featured in our television commercials,” says Jeff Wass, executive director of global new product and package engineering, Avon Products.
More on CPC Packaging's 2008 Packager of the Year
Feature:
Avon Products Inc.
Notable Launches:
Web Exclusive: A High-End Look for Tube
Web Exclusive: Avon Continues to Partner with Fashion Designers for New Fragrances
A Custom, High-End Look for Skin Care
A Customizable Delivery System
The Challenge of Engineering a Dual-Chambered Jar
Tooling a User-Friendly Dispensing Tip
An Innovative One-Handed-Use Lipstick Case
New Partnership with James Bond Franchise
mark. Hooks Up
Web Exclusive Sidebars:
Timeline: Tracking Avon's Expansion in New York from 1886-2008