If you think of a qualitative, modern, fresh, exciting and fashion-led brand, who do you think of? Benefit? Topshop? Toni & Guy? A brand definitely not top of your list (or probably even near the end of it) is Avon. Think of the A-name and the image would be something along the lines of the lady from Edward Scissorhands selling door to door moisturisers and lipsticks to old biddies. We all have memories of the Avon lady; mine is strongly associated with my Nan who’s been buying from the catalogue for as long as I can remember (and inevitably a long time before.) As a teenager I was always allowed to pick something from the Avon catalogue as a treat when I went round, so I had cherry lipglosses and flower-shaped body lotions a-plenty. Every Christmas I still get something in my stocking, although now it’s from the more ‘mature’ section and I get things like room sprays and face masks… I don’t know what she’s trying to tell me!
Having this perception of such an iconic brand in my mind made me even more surprised, and near to falling off my chair, when I recently opened a box of treats from the Avon lady herself (namely the PR department!) Gone are the floral, old fashioned designs and out of date packaging. In are the Chanel-esque black compacts which could give the high street’s best a run for their money. Avon has most definitely had a make-over.
I’ve been aware for some time that something was on the change. My first reaction when I saw Reese Witherspoon gracing my TV promoting an Avon mascara was ‘what the hell?!’ But knowing that Reese is the cream of the celeb crop, I was positive she wouldn’t endorse any old goof – if it was good enough for her then surely it was good enough for me. Now Avon have surprised us all by moving seamlessly into the 21st century by launching an online shop (so no need for that Avon lady!) and actually having some great products and fab technologies. Flicking through the catalogue there’s page after page of something I want (and need.) From the 3-step mascara to the Lotus Shield frizz treatement, these products are rivalling the mass market brands whilst still remaining cheap as chips.
Avon used to be one of those brands which you were embarrassed to have in your bathroom. When people come round I always used to hide the big bottles of bubble bath and those little samples of lipsticks which used to appear from somewhere. Now it’s a make-up brand that wouldn’t look out of place next to the more premium ones on the high street. You’d be proud to take out your Avon compact and powder your nose now – and in the world of Primarni, you’d be proud to shout about the price too. (Just check out some of the luscious pics below – I rest my case!)
I can’t wait to get stuck into all my Avon goodies over the next few weeks – expect lots of posts and reviews, not only from me but also from my friends and family who’ve already been quick to grab handfuls of these gems. (If there’s ever a test of how much it’s changed then that’s it!) If you do one thing this week then grab yourself a cuppa, turn on your laptop and checkout www.avonshop.co.uk – I promise you won’t be disappointed.