Avon leaves 60s image behind in £3m return to TV
Avon, the direct-sell beauty company, is returning to TV advertising for the first time since the 60s, when it became infamous for its 'Ding Dong' advertising campaign.
The company has renewed its contract with actress Tamzin Outhwaite as the face of Avon Colour, the brand's premium make-up range, and she will front several TV ads.
The executions, which will not feature the 'Ding Dong' strapline, form part of a £3m integrated product-led campaign that will run throughout the year.The first ad breaks next month and promotes Cellusculpt, an anti-cellulite treatment.
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The TV work, by US ad agency Anita Madeira, will be supported by ads in celebrity weeklies and national supplements.
Alex Long, group head of Avon's beauty category, said the activity forms part of a wider campaign to broaden the brand's appeal.
Avon is number one in the mass-fragrance market and number two in the mass-cosmetics market, according to Taylor Nelson Sofres.
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