An Empowering New Advertising Campaign to Recruit Representatives and Ignite Brand Passion
New Avon LLC (“Avon”), the social selling company that has empowered women for over a century, announced the launch of a bold new advertising campaign – “This is Boss Life” – which celebrates the flexibility, freedom and financial opportunity of becoming an Avon Representative. Designed to drive Representative recruitment and ignite passion for the Avon brand, “This is Boss Life” will run on national broadcast, digital, print and radio media in the U.S. beginning in October.
Avon’s new campaign debuted to thousands of Representatives across the U.S. in a Facebook event hosted by President, Social Selling for New Avon LLC, Betty Palm on October 6. The :60 second digital, and :30 broadcast and radio ads began airing on October 7, and print ads will be seen in November and December issues of women’s magazines. Avon’s social and digital channels will be extending the “This is Boss Life” campaign message with custom social media filters, YouTube videos and more.
“As an iconic American brand with a 130 year history of empowering women, we arguably have inspired more female entrepreneurs than any other company in history. Every Avon Representative has a unique story of how they are finding success as their own boss,” said Scott White, Chief Executive Officer, New Avon LLC. “We have the right tools and support to help them build a successful social selling beauty business. The ‘This is Boss Life’ campaign spotlights that there is nothing more beautiful than succeeding on your own terms.”
The television campaign encourages audiences to take a step beyond their typical 9-to-5 work life and say hello to a new kind of life where they are the boss. The campaign heroine is a passionate woman, stuck in a passionless job – until she discovers a brand new life as an Avon Representative. The music video-style commercial is set to the energetic, well-known female anthem, “I Will Survive.” The re-imagined lyrics include such affirmative statements as “I should have done this years ago/I should have broken free/If I’d known for just one second I could be the boss of me” and “Oh as long as I’ve got Avon and the newest shade of gloss/I’ve got passion, can’t you see?/‘Cause my future’s up to me/Yeah, I’m a Boss.”
In the print advertising, Avon Representatives are at the center of the campaign to inspire new recruits through their real-life stories of success. The ads feature:
The Millennial: Georgiana joined Avon over ten years ago when she started college. Over the last decade, she has paid off her college loans with the help of earnings from her Avon business. In the ads, she says, “Now I’m a full-time architectural designer, part-time Beauty Boss.”
The Momtrepreneur: For Avon Representative Lydia, mother of two girls, every day can be take-your-daughters-to-work-day. Lydia says, “Now my girls say they want to be ‘ Boss’ when they grow up.” Lydia has found success without having to sacrifice time with family.
The Power Couple: Milagros and Carlos built a family business together, and say working together as Avon Representatives has made their business and marriage twice as strong. They say, “Avon introduced us to the best bosses we’ve ever had – ourselves.” Continue reading