GUANGZHOU: Beauty products company Avon(雅芳) has handed its US$10 million media account to MindShare as the brand steps up its investment in retail sales.

MindShare, which pitched against Starcom, will handle Avon’s four major brands – Avon Anew, CleaWhite, Avon Colour and Avon Solution.

Avon is following in the footsteps of other direct selling operators such as Nu Skin and Amway in setting up retail locations to counter China’s 1998 ban on direct selling businesses.

Eric Cheung, MindShare Guangzhou general manager, said: “The change from direct selling to retail basis has meant they have more concept stores in eight major cities, more counters in China and Avon brand stores.”

Avon will step up marketing investment this year to build a “family-oriented” image through its four key brands. “The idea is that the major brands will be able to support (the retail move). Avon will use mass media in China, and this is unusual for the company,” said Cheung.

The Avon media account was handled by Starcom in March 2000, before moving to MindShare for nine months. Incumbent OMD, which was not involved in this review, secured the account in 2001.

The creative will be handled by Publicis-Dialog, which has been set up to take over D’Arcy’s business.



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