Avon "Claim your beauty" 1998 ad campaign includes sampling effort.
This article was originally published in The Rose Sheet
AVON 1998 "CLAIM YOUR BEAUTY" AD CAMPAIGN TAKES REALISTIC APPROACH to beauty marketing with ads designed to demonstrate that "individual beauty knows no boundaries," Avon said. The company's newest ad effort was developed after research revealed a "significant backlash" among women against "hype, over-promise and [a] barrage of unrealistic imagery" in beauty advertising, Avon stated. Claiming that today's beauty advertisements all look alike, Avon said its new campaign has been established to communicate that its mission, vision and way of doing business set the company apart from its competition. Print ads are breaking in February issues of women's fashion, beauty and lifestyle books, including Elle, Allure and InStyle. Television spots began airing in January.
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