Avon's $40 mil. makeover includes new ad campaign, revamped Web site.
This article was originally published in The Rose Sheet
Executive Summary
AVON $40 MIL. CORPORATE MAKEOVER for 1997 includes a $30 mil. print, TV and outdoor advertising campaign with a tagline that challenges consumers: "Dare to change your mind about Avon." The "smart, savvy...comprehensive new look" also will be reflected in a redesigned sales brochure launching in March and a revamped Web site through which customers will be able to place product orders.