Setting Up AVON & Terri + Sandy for Success

2016 / Terri + Sandy

Terri + Sandy brought me into to develop campaign concepts for AVON and it became clear that the real benefit of AVON was somehow buried underneath its products. AVON wasn’t be a beauty brand, it was an empowerment brand.

In a couple short weeks I developed the fundamental campaign elements: the brand platform, the initial launch script, and the campaign look and feel. With the groundwork laid, the rest was up to the internal team, who developed and produced our “This is Boss Life” campaign.

It must have worked, because it won a 2018 Bronze Corporate Reputation Effie, The Direct Selling Associations’ 2017 Best Marketing Campaign Award, and even helped Terri + Sandy win Ad Age’s 2017 Gold Small Agency of the Year Award.

AVON wasn’t really about part-time work or an extra income stream, it was about taking control of your life.

We kept hearing from AVON reps that what mattered most to them was the independence it gave them, the pride they felt being their own boss, and the ability to control how they juggled everything else in their life.

To us, that sounded like a strong call for an empowerment anthem and some actual recognition for what an AVON lady is: a gotdamn boss.

This anthem spot was conceived and originally written by my partner and I while on freelance contract, then developed and produced by the full-time staff.

This is Boss Life

I developed the look and feel, focusing on elevating the stature, leadership, and freedom of the modern AVON lady, who we dubbed “Beauty Boss”.

Our concept was to always feature real stories and real AVON reps, and it worked pretty damn well. Awards aside, the “This is Boss Life” campaign resulted in:

  • 49% increase in average daily representative leads

  • 55% boost in positive social sentiment

  • 10% best in class lift in brand consideration (industry norm: 4%)

Recognizing the Boss

If you liked this work,
you might also like the people who worked on it.

Eric Burnett, Creative Direction, Copywriting

Benita Antony Noble, Art Direction

Natalia Davila, Copyrwiting

Meredith Schwinder, Creative Direction

Missy Quick, Design

Terri Meyer & Sandy Greenberg, CEOs, OG Beauty Bosses

And you might like
these projects:

Chobani Less Sugar
A different campaign where I was contracted to lay out the groundwork in such a way that the in-house team could go on and produce it themselves.

The Miracle Stain
A big broad Super Bowl spot.

Champion Your Skin
A much bigger 360º campaign I did with Terri + Sandy with a totally different crew.