WITH AN EYE TOWARD BECOMING a more fashion-forward beauty brand, Avon is partnering with popular fashion/accessories designer Cynthia Rowley for a co-branded color cosmetics collection.
The Rowley collection will be supported with a print ad campaign, which will include a spread in fashion’s monthly bible, Vogue.
The company plans to increase its media outlay this year by a significant 35%, to $340 million. Avon’s total media spend last year was $249 million, up a whopping 83% from 2005. The company’s creative is handled in-house, and the planned increase in advertising is intended to directly improve sales.
In the next month, Avon will launch a global advertising campaign, under the umbrella tag, “Hello, Tomorrow.”
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