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Photo: “This is Boss Life” print advertising featuring Avon Representative Georgiana.

What’s new about New Avon? Consumers are getting a taste of what’s to come in a just-launched ad campaign from the beauty company.

“This Is Boss Life” is a national broadcast, digital, print and radio campaign that showcases the Avon business—or, as the ads put it, the opportunity to be a Beauty Boss. Appealing to a younger demographic than Avon has attracted in recent years, the campaign highlights three categories of Avon representative and their stories: millennials, working moms and couples managing a business together.

“Every Avon Representative has a unique story of how they are finding success as their own boss,” said Scott White, CEO of New Avon. “We have the right tools and support to help them build a successful social selling beauty business. The ‘This Is Boss Life’ campaign spotlights that there is nothing more beautiful than succeeding on your own terms.”

White and his team are on a mission to revitalize Avon’s business in North America, where sales have fallen from about $2.6 billion in 2007 to $1 billion last year. In December 2015, Avon Products Inc. sold a majority interest in its North American business unit to the private equity company Cerberus Capital Management, resulting in the privately held New Avon LLC. Driving representative recruitment is, of course, a top priority of New Avon management, and ‘This Is Boss Life’ is one part of that strategy.

To create its inaugural campaign, New Avon partnered with female-owned advertising agency TERRI & SANDY. New York-based Horizon Media led the media planning and buying.

“Avon has been enabling women to gain financial security since 1886, 34 years before women had won the right to vote,” said Terri Meyer, Co-Founder of TERRI & SANDY. “We wanted to leverage what’s already in the brand’s DNA—strong, confident, and successful female entrepreneurs, and showcase the flexible earnings opportunity that Avon makes possible.”

The brand’s new print ads feature real-life Avon Representatives who share how Avon has enriched their lives, financially and otherwise. A television spot—set to the tune of “I Will Survive”—is a variation on the same theme, encouraging women to trade in lackluster 9-to-5 jobs for the chance to be their own boss as an Avon Representative.

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