Avon New Ecommerce in Brazil 2019-2020

Designers: Maria Ercilia Galvão Bueno (CEO), Fernando Paravela, Bruno Canato, Viktor Eisenmann, Filipe Teodoro, Aline Kuniyoshi, Rachel Sarra, Laraine Roque, Tainá Nascimento,
Bernardo de Alencastro, Try Consultancy, São Paulo, Brazil
Client: Avon Brasil, São Paulo, Brazil

Avon is a brand leader in categories such as makeup and skincare in Brazil. It has always sparkled the conversation on women in the workforce and it was also the creator of the sales rep model. Recently the company underwent an image revolution in Brazil, raising the flag of social causes and using a more urban and contemporary language.

The new project brings to the digital environment the new in the communication approach, and updates the user experience, matching it with today's consumer expectation level.

The new website brings Avon’s best qualities to the fore by translating key characteristic of its products to the digital context. In every product page, for example, details such as ingredients or olfactive notes bring the synesthetic feel of the product, while photos of models with different skin tones gives the consumer a sense of how that make up would look on her.

Choosing the color of makeup and lipstick that suits can work, harder still if you’re trying to figure things out on a screen. So the new Avon website was born with quizzes that help the consumer to find the makeup or treatment tailored to her, whether it is due a specific skin of her need or by look alone. By associating quizzes with a powerful CRM, the whole experience becomes automatically customized to better suit users’ personal preferences and physical characteristics.

A new subscription model simplifies return sales and a seamless checkout process breaks new ground in Avon's shopping experience. In this project we were able to bring our understanding that each person is unique and to apply technology to deliver a tailor-made experience. We also solved the problem of translating core aspects of Avon's products, that were hard to capture in an online experience. Finally, we brought the bold communication and advertising look and feel to the online environment.