Avon to spend heavily on digital and print for Avon Lingerie, targets mass reach

To reach as many people as possible, Avon India will spend heavily on digital and print for its newly launched segment Avon Lingerie and plans to make innerwear an integral part of Avon’s portfolio in India.

Swati Jain

Swati Jain, Marketing Director, Avon India, said, “Budgets are allocated to ensure the brand is able to reach the audience across mediums. We are looking at innerwear becoming an integral part of the Avon portfolio in India with a substantial business contribution in the coming years from the segment.”

According to a market analysis by Technopak, the current market size of the intimate wear market is Rs 27,931 crore, which is estimated to grow at a CAGR of 10% over the next decade.

Last month, the brand tied up with designer Rina Dhaka for the India Runway Week Instagram edition. 

The brand is largely focused on getting maximum mileage across digital platforms through influencer programmes and investments in social media platforms.

“We are in the business of beauty that generates maximum chatter on social media platforms. As a brand, we ensure consumers have all the information about our brands, new launches and our celebrities through this medium,” Jain said.

For Avon’s True range, the brand recently made actress Parineeti Chopra its brand ambassador. The brand did multiple digital campaigns and FB Lives with her and will do so in the coming quarters.

It also plans digital campaigns for Avon’s jewellery category around the festive season.

“For engagement and adding a personal touch with the consumers, we have a QR code on our festive brochures. Whoever scans it would receive a personal Diwali greeting from Parineeti,” she said.

Actor Karan Wahi and actress Jennifer Winget are the faces of Avon Intense, a fragrances range.

According to Jain, direct selling to consumers and consistent marketing on social media are the two major initiatives to market the product.

“We are a direct selling organisation and we are focused on cultivating our pool of beauty representatives to reach more consumers and eventually become a household name. Likewise, social media is a good platform to engage with consumers on content – it helps in reaching out to consumers who are already looking for the brand’s content,” she said.

The colour category for Avon is a major source of revenue, followed by skincare, jewellery and fragrance. The brand soon expects the lingerie segment to contribute to its revenue.

For the brand, east and northeast are the most revenue-generating markets.

According to Jain, La Senza and Marks and Spencer are brands in competition for Avon Lingerie. “We are catering to the premium segment in the lingerie market with the competition being La Senza and Marks and Spencer,” she said.

The brand launched its lingerie range in India after being highly successful across the globe from about last 30 years.

According to Jain, India holds a huge expansive potential for the inner wear market due to the maturing minds of Indian audience, who are receptive to international trends and brands.

Speaking on its customer acquisition strategies, Jain said, “Maximum product exposure and trial sessions across multiple cities are our two strategies and our target group is working women in the age group of 28-40 years.”

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