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 built on person-to-person selling, I wrote the editorial, product, and functional copy that put a modern digital toolkit in millions of representatives’ hands — and scripted the launch film.
Role
Lead Copywriter
Client
Avon
Discipline
Mobile / E-Commerce
The mBrochure app
A beauty store in every representative’s pocket.
How do you put a global door-to-door sales force on a smartphone?
Avon’s model is older than e-commerce and, it turns out, ahead of it. Millions of representatives selling beauty face-to-face in nearly every country on earth are the original social commerce. That model isn’t going anywhere, but it needed a modern toolkit. The real challenge was scale: a 125-year-old, relationship-driven business with reps everywhere from São Paulo to rural Russia, many where reliable internet still can’t be taken for granted. We had two jobs: make Avon.com a premiere beauty destination, and turn Avon’s iconic brochure into something a rep could carry in her pocket.
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 voice had to be empowering, expert, and unmistakably Avon, from the editorial beauty content down to the UX microcopy that made every tap feel effortless.
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, now in every rep’s pocket.
10 countries
mBrochure rollout — Brazil, Mexico, Russia, the UK and beyond
Best in Show
Digiday Retail Awards, plus honors from Ad Age and MWA
The mBrochure app
Avon mobile experience
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