Avon:

The Challenge:

Avon Fragrances had conducted a portfolio review, pinpointing opportunities in the fragrance market. The “Romance” territory, dominated by industry giants like Floratta in Brazil and Jafra in Mexico, emerged as a prime target. Avon’s aspiration was to introduce a brand that resonated with a youthful, contemporary audience, presenting an exciting challenge.

Our task was to navigate this complex terrain and craft a fragrance brand in a swiftly evolving market. We could see that macroforces like the evolving concept of female empowerment played a vital role. Modern consumers, especially women, were seeking a more authentic and self-directed experience in love. We needed to decode this territory to communicate humanistic truths about modern romance, adapting to the rapidly changing world of today.

The Approach:

At Butterfly we love the opportunity to create new brands, especially ones that need to be emotionally captivating, distinctive, and compelling for consumers. We used our 4D tool that enables us to build a complete brand proposition – the anchoring insight and tension, as well as the execution from fragrance brief to packaging to comms guidelines.

We understood that developing a successful and differentiated brand proposition for Avon required a deep understanding of the contemporary concept of Romance. What better topic to immerse in!

We worked closely with in-house and external experts to create projective fragmented stimulus that deconstructed the world of Romance.

Leveraging an online community using our digital Hub, we brought consumers together to understand which pieces of stimulus resonated and why to identify the building blocks for a compelling and holistic Romance proposition.  We crafted stretching brand territories that were rigorously tested and validated through quantitative research.

The Impact:

Our insights revealed changing views on Romance, emphasising genuine connections and everyday love. Women prioritized self-love, empowerment, and equality in relationships, but vulnerability is a complex topic. Brazil leant towards empowerment, while Mexico held more traditional values.

As a result of our work, we created LOV|U, a category-redefining fragrance for Avon, promoting self-love and everyday romance. The brand launched in LATAM & was such a huge success in that region that is now planned to roll out globally.