When the beauty industry has told women to fight the signs of ageing for decades, the fact that children as young as 10 are putting pressure on their parents to buy them anti-ageing skin care products is not surprising, yet nonetheless shocking.

Like any of life’s problems, commentators have been quick to put the entirety of the blame for this phenomenon at the feet of social media. Alongside that great life you aren’t living online, social media users now get to compare their IRL face, with the perfection offered up by face-altering apps.

According to Girlguiding, 45% of 11 to 16-year-olds regularly use apps or filters to alter their appearance online. A statistic which explains TikTok’s decision to block under-18s from artificially making their eyes bigger, plumping their lips and smoothing or changing their skin tone.

When 11 to 16-year-olds are seeking to make themselves look younger, it is clear that the destain for ageing is a toxic tentacle which has wrapped itself around every aspect of women’s, and now girl’s, experiences. Even on the cusp of youth, you must be vigilant for any signs of ageing.

The myth of a ‘pro ageing’ society

It is a state of play reflected in Avon’s recent Future of Beauty report, which underlined that younger women are more inclined to use anti-ageing products in their daily routines. Now over half of women aged 18-24 (50%) say they were in their teens when they started to think about using an anti-ageing product.

Avon’s research shows that 35% of consumers are actively searching for skincare products which target ‘anti ageing’, which raises the question: has the concept of ‘pro-ageing’ been overplayed in marketing?

Özlem Çitçim, Chief Marketing Officer at Avon, takes a nuanced approach to the debate, rooted in the brand’s commitment to promoting the power of beauty of all types of women from around the world.  

She explains: “In terms of our skincare products, we understand the importance of encouraging skin benefits instead of focusing on the ageing, wrinkles agenda and suggesting a ‘fix’, and we reflect this in the quality and standard of our skincare products.”

From hope in a jar to genuine product benefits

While marketers have embraced ‘real beauty’ and more progressive language when it comes to marketing to women, Çitçim is clear that consumers’ main concern is the effectiveness of the products themselves.

“In recent years, there has been much talk around the language of skincare designed to help address the signs of ageing, with suggestions that the terminology “pro-ageing” is a better, more empowering way to describe products,” she says, adding: “Our Future of Beauty report finds that consumers are less concerned with the words brands use than with the effectiveness of the product. Looking at women across the globe as a whole, 35% of respondents agree that they don’t care how brands promote the benefits of skincare, they just want products that work.”

According to Avon research, the top reasons for using a skincare regimen are health, wellness and hydration, with each considered more important than anti-ageing when it comes to skincare goals. Globally, 97% of women use skincare to ensure they have hydrated skin and 97% for ongoing health and wellness. Anti-ageing is still a concern for 92% globally, but interestingly, it is not the only skincare choice.

“The trend is towards authentic, healthy beauty embodying the essence of naturalness and understated elegance — the goal is not necessarily youth, but health,” Çitçim adds.

Staged simplicity

According to Avon’s research, 63% of women prefer a slimmed down skincare regime using a maximum of three products. “The rising cost of living over the past few years has undoubtedly had an impact on the way consumers relate to beauty and our research shows there are two main ways in which women are addressing the issue of less disposable income. Primarily, they’re more interested in affordable products that offer great value and the notion that you need to pay exorbitant prices to get products that work is being challenged. Women are also simplifying their routines, using fewer products or looking for multi-tasking products that make their money go further,” says Çitçim.

She believes that the industry was shifting towards greater simplicity even before the rising cost of living crisis began to bite. This shift saw a move against multi-step skincare routines. “We were already seeing a move toward “skinimalism” with well-formulated, multifunctional serums and creams,” she adds.

It is testament to Çitçim’s affection for the Avon brand, that she simply cannot discuss this shift without pointing out the effectiveness and affordability of the brand’s products. The Anew Skin Renewal Power Serum, Avon Skin Renewal Power Eye Cream and the new Anew Skin Renewal Power Cream launched May, all get a shout out.

The age of authentic influence

Trust is arguably the most important tool in brand building. For Avon, a brand which many consumers have seen their mothers use, this trust is both deep-rooted and a key differentiator.

Notably, Avon’s research underlined that when it comes to media channels only 5% of consumers see influencers as the most trustworthy source of information when it comes to best caring for their skin. In comparison over a third (36%) of women said that a real-life dermatologist or doctor would be the person they trust most to help them best care for their skin. Even when consumers are researching online it is the professionals they turn to, with almost a quarter (24%) saying they would look to dermatologists in this area.

“The continued proliferation of social media means dermatologists, influencers and brands can all talk directly to potential consumers and there is a ton of information out there. This means building brand trust with consumers is more important than ever,” says Çitçim.

She continues: “It is important for brands to think carefully about who they work with. Partners should align with the brand’s core values while also being a trusted source of information. Authenticity is also crucial to building trust, being transparent and truthful about product claims.”

The shift to self-care

According to Avon’s Power of Ageing report half of women agreed that the pandemic had made them realise that health is more important than looks. “The pandemic heightened awareness of self-care, leading to an increased interest in products and practices that support both mental and physical health,” explains Çitçim.

She shares that with the growth in people prioritising self-care, there has been a noticeable shift towards products that promote healthy skin and an emphasis on products which promote a natural look. While the trend towards overall wellbeing has also seen an increase in wellness supplements being brought into beauty routines.

A greater awareness of health has also coincided with a growing demand for sustainable and ‘clean’ beauty products. “Consumers are increasingly looking for products that are environmentally friendly, free from animal testing and free from harmful chemicals which has pushed brands to become more transparent about their ingredients and production processes,” she adds.

In 2024 Avon received approval for all products under Cruelty Free International’s Leaping Bunny Programme, which according to Çitçim is a reflection of the brand’s belief that beauty should be cruelty-free across the board.

A sustainable advantage

The concept of self-care has expanded beyond occasional pampering to a regular practice that includes skincare, mental health, and physical wellness. Skincare routines are becoming more comprehensive, incorporating not just topical treatments but also supplements and lifestyle changes that promote skin health.

Çitçim believes that consumers are increasingly looking for products free from harmful chemicals, preferring those with natural ingredients that are gentle on the skin and beneficial for health. “This is why sustainability has become a significant factor in purchasing decisions. Consumers are opting for brands that prioritise eco-friendly packaging, ethical sourcing, and cruelty-free practices that match their lifestyle and beliefs,” she adds.

Avon is clear that customers shouldn’t have to pay a premium for sustainability. Çitçim says: “It is down to brands to ensure that sustainability is factored into every aspect of what they do, from ingredients sourcing to manufacturing, packaging, transportation, and distribution, so that they’re able to produce effective, affordable products.” She continues: “Sustainability shouldn’t be a luxury that consumers have to decide whether or not they can afford, and Avon is a passionate industry leader in implementing this.”

The power of purpose

As a brand Avon has continued to push for progress when it comes to not just enhancing women’s skincare and beauty regimes, but protecting and prioritising women’s physical and financial wellbeing. Avon is one of a finite number of brands globally which can speak to empowerment with genuine authenticity.

While the broader marketing industry continues to call ‘peak purpose’ Çitçim instead sees this purpose as both a linchpin of the business and a genuine consumer differentiator. She says: “I get excited and energised by the increasing awareness and preference towards socially conscious brands. Edelmman’s 2023 Global Trust Barometer pinpoints how consumers are looking to brands to establish a human connection and seeking brands and products that align with their values.”

While 2024 has been a year where some brands have rolled back their commitment to social causes, Avon is doing the opposite. As Çitçim explains: “There is an ever-increasing attention also to brands that deal with CSR and social causes: Avon is also a forerunner in this in supporting breast cancer and in female well-being from a safety point of view for women. We do a lot and have already done a lot for them so that they can live in safe conditions.”

When it comes to Breast Cancer, she underlines that there is still a lot to do in terms of prevention. She explains: “Avon’s annual Boob Census has identified a drop in confidence among women when it comes to their breast health. In more than 30 years we tried to do our best: Avon donated $951 million to breast cancer causes worldwide, educating 180 million women, funding 20 million breast scans and supporting prevention programs.”

“Avon is the first beauty brand with purpose at heart, transforming the lives and championing progress for women for over 138 years,” says Çitçim  Throughout the history of the brand, social causes have been a priority, Avon was the first brand to provide scholarships to women and has invested over $1Billion in women related causes.

Digital entrepreneurialism

Avon is a brand built on the entrepreneurialism of women and a deep respect for its reps runs through the beauty giant’s approach to marketing.

“The brand is built on having a personal connection and delivering a personalised service. Today consumers are shopping phygital, combining physical and digital experiences,” explains Çitçim.

She continues: “The work we are facilitating with our reps on social media to address this is exciting to me. We’ve been focusing on evolving the personal relationships customers have with reps into digital ones and enabling them to become digital entrepreneurs. By giving them training and assets and encouraging the growth of their social media networks, they are a powerful force in sharing the Avon brand; many becoming beauty influencers in their own right.” Amplifying the voices of these reps across marketing strategies, especially during big launches and campaigns is core to Çitçim’s approach to marketing. A brand building strategy rooted in elevating women’s voices across the company.

In addition to the brand’s growing social presence, the growing development of retail in Avon represents a fundamental piece of the company’s omnichannel strategy. “We are talking about Avon stores, retailers and online retailers all over the world that also in this case allow us to expand our pool of possible prospective customers for our brand,” says Çitçim. By the end of the year Avon expects to reach 2300 stores worldwide.

Vision, values and celebrating wins

When creativity is a brand's competitive advantage Çitçim remains focused on driving forward brave marketing across the brand and its agency partners. The respect for the power of marketing is clear at Avon as the brand’s CEO is marketing trailblazer, Kristof Neirynck.

Respect for the creative process is crucial to success for Çitçim. She explains: “Employing a diverse group of employees is key so you have crucial input from a variety of perspectives,” adding: “We always strive to involve everyone in the planning and creative process, ensuring their opinions are valued, creating a workplace where people aren’t afraid to share their ideas.”

This open-minded approach to creativity is backed with tangible actions to create a playing field in which all voices can be heard. This includes regular brainstorming sessions, workshops and collaborations. “As a business with purpose at its core, it’s crucial that our agency partners are aligned with our vision and values to ensure that our partnership is as sufficient as it needs to be,” Çiftçim adds.

In an always-on and at times highly pressurised marketing ecosystem, Çitçim is committed to striving to drive creativity and connection. She explains: “Keeping a global team energised requires a combination of having a meaningful purpose, a clear vision, consistent communication and recognition.”

Celebrating achievements, regardless of how small, is key to driving forward collective purpose across the business. Çitçim prioritises regular communication through weekly video meetings to maintain a strong connection across time zones. “Our team’s dedication and motivation, especially when we rally behind exciting new launches, creates an energising environment where everyone feels involved and valued,” she shares.

Çitçim continues: “It is also very interesting to discover how many opportunities and ideas arise from working with so many different countries: different people, who grew up and live in different countries and with different cultures help us to think out of the box and to achieve goals that we could not have achieved alone.”

By encouraging open dialogue and collaboration, Çitçim aims to empower teams to share ideas and manage projects. “Together we strive to make a meaningful impact and drive the success of our initiatives,” she explains.

Over the past 20 years, Avon has donated more than $91 million to supporting women and girls through global programmes and partnerships to end gender-based abuse. In an industry where it is sometimes difficult to see through the filter, Avon continues to leave a legacy of empowerment and genuine purpose.