Mobile / E-Commerce
AvonGlobal Redesign & App Build
Lead copywriter on Avon’s award-winning global site and mobile app redesign. For a 125-year-old beauty icon, I wrote the editorial, product, and functional copy that brought the full Avon experience digital for the first time.
Role
Lead Copywriter
Client
Avon
Discipline
Mobile / E-Commerce
The mBrochure app
A beauty store in every representative’s pocket.
How do you bring 125 years of doorbell beauty online?
For over a century, Avon sold beauty one Avon Lady at a time. But online beauty had become one of the fastest-growing corners of digital commerce, and it was finally time to invite customers in. We had two jobs: make Avon.com a premiere beauty destination, simple, intuitive, and inviting, and give current Avon Ambassadors (sales representatives) a modern mobile sales tool to cut delivery times and order mistakes. One iconic brand, two builds, every word to write.
Editorial beauty, brought online with Avon’s hallmark personal guidance.
A fashion-forward beauty destination
We made Avon.com contemporary, editorial, and shareable — built on beauty photography and crisp, clean product imagery. We activated Avon’s network of stylists and beauty experts to give real guidance, and brought the Representative’s personal touch online, including a makeover tool that let customers try the latest looks before they bought them.
The mBrochure: a beauty store in every rep’s pocket
For Representatives without consistent computer or internet access, we built the mBrochure — a mobile app that let them browse with customers on the spot, build and send orders with a single touch, and post new products and offers straight to their social networks. It rolled out across 10 countries, from Brazil to Russia to the UK.
125 years of beauty, finally in the customer’s pocket.
125 years
of Avon heritage, brought online for the first time
10 countries
mBrochure rollout — Brazil, Mexico, Russia, the UK and beyond
Best in Show
Digiday Retail Awards, plus honors from Ad Age and MWA
Every word, beauty to button
As lead copywriter, I wrote across the whole experience: the editorial beauty content, the product and directional copy, and the functional UX microcopy that made the site and app feel effortless. The voice had to be empowering, expert, and unmistakably Avon.
The mBrochure app
Avon mobile experience
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