AVON Greater China
ANEW Series Brand Visual Integration and execution
Multi-market brand visual integration for AVON ANEW across Taiwan, Greater China and Asia Pacific
INSIGHT
AVON ANEW spans multiple sub-lines — Retroactive, Fairness, and Moisture — each requiring distinct visual identities while maintaining AVON brand coherence across Taiwan, Greater China, and Asia Pacific simultaneously.
STRATEGY
Creative Art direction as the strategic core — each sub-line receives its own visual world: Retroactive uses deep ocean imagery for anti-aging technology; Fairness uses luminous translucence for whitening efficacy; Moisture uses fluid water forms for hydration vitality. Unified quality standards ensure consistency across all markets.
EXECUTION
Key visual development, print ad design, and packaging visual direction across Taiwan, Greater China, and Korea markets. On-set art direction ensured brand visual standards were maintained across international shoots while respecting local aesthetic preferences.
Performance Metrics
Markets
台灣、大中華
Sub-lines
#4 – Fairness / Hydra Pro / Alternative / Retroactive
Format
KV + 平面 + 包裝視覺
Core
Visual Direction 跨市場整合
The Brand Challenge
AVON ANEW spans multiple sub-lines — Retroactive (ocean), Fairness (whitening), and Moisture — each requiring distinct visual identities while maintaining AVON brand coherence across Taiwan, Greater China, and Korea simultaneously. The challenge: each sub-line needed to stand alone visually, while respecting the different aesthetic sensibilities of each local market.
Strategy: Art Direction as the Unifying Core
Art direction as the strategic core — each sub-line receives its own distinct visual world: Retroactive uses deep ocean imagery for anti-aging technology; Fairness uses luminous translucence for whitening efficacy; Moisture uses fluid water forms for hydration vitality. Unified quality standards ensure brand strength is maintained across all markets without being flattened by local aesthetic variation.
Creative Execution
Key visual development, print ad design, and packaging visual direction across Taiwan, Greater China, and Korea. On-set art direction on international shoots ensured brand visual standards were maintained while respecting the subtle aesthetic differences each local market required — a balance between brand consistency and local resonance.
Strategic Outcomes
Cross-market visual integration successfully established consistent ANEW sub-line recognition across Asia Pacific. The case validates a core rule of multi-market brand integration: Art Direction is the lowest-cost path to maintaining brand visual standards — especially in multi-market environments where language and aesthetic consumer habits diverge significantly.