Global cosmetics brand, Avon has been re-launched in South Africa as part of a global campaign to refresh the brand and reflect the dynamic social environment of the 2020s. Avon’s new logo and branding, centred around a ground-breaking new Avon initiative called Watch Me Now, was introduced to local audiences in partnership with design maven, David Tlale at a by-invitation-only fashion show on Saturday.
Held at the Africa Pride Hotel in Melrose Arch, the show featured the David Tlale x Avon Exotic Summer Collection, a range specially intended to democratise fashion by bringing the spirit of the catwalk to the streets. Also introduced were two new fragrances, David Tlale Exotic for Him and David Tlale Exotic for Her, which have been specially formulated to mark the partnership between Avon and Tlale, as well as to give expression to the brand’s contemporary positioning.
“The partnership harnesses the value inherent in both brands,” says Mafahle Mareletse, Managing Director of Avon Justine in Africa, Turkey and the Middle East, “and demonstrates what can be achieved when two household names join forces.”
The collection, which features a light and airy signature print, gives women across the board the opportunity to enjoy designer pieces that accentuate their own unique take on beauty. To their delight, Tlale skirts, shirts, handbags, sunnies and bling are now all available at boutique prices.
“The theme of the collection is I move to my own rhythm: watch me now,” says Tlale, one of the hottest properties in fashion today. “It’s about giving women access to couture-inspired fashion that enables them to express their own rhythm; their own uniqueness.”
Tlale embodies this thinking in every way. Born and raised in Vosloorus, south of Johannesburg, there could have been nothing further from his mind than fashion when he first thought of a career. But while studying internal auditing at the Tshwane University of Technology, he befriended a group of fashion design students and was so enamoured by what they were doing that he abandoned his auditing studies to enrol in the fashion design programme at the Vaal University of Technology. He graduated four years later and the rest, as the saying goes, is history. Tlale’s visionary couture has been showcased on runways and at fashion weeks from Cape Town to Paris and New York, and now he is bringing the Exotic Summer Collection to eager South African women.
And social media influencers couldn’t be more enthusiastic. The MC for the fashion show was rising star, Pamela Mtanga, whose fashion and makeup posts on Twitter command a huge following. She shared the stage with a host of upcoming talent; women and gender-neutral individuals who’re pushing social boundaries and norms to demonstrate Avon’s core message that everyone is the hero of their own lives.
Among these edgy content creators and influencers was Tshiamo Modisane, the first gender-neutral face of the popular soap brand, Lux, who embodies the ideal of being boldly and fully comfortable in one’s own skin. An award-winning beauty and fashion stylist, she is not only a Lux brand ambassador, but also the recipient of the 2019 Hot Chick of the Year Feather Award.
Also among the glitterati was actress and vlogger, Mona Monyane, who similarly commands a massive social media following. A mother and businesswoman, Mona prides herself on motivating young women to achieve and express their authenticity through self-love and acceptance.
“Avon embodies the power of beauty in the power of woman, the power of innovation, the power of activism, and the power of value,” says Mareletse. “At heart, the brand is about empowerment and that’s what Watch Me Now is all about. It’s about empowering women by enabling them to discover and express their own unique beauty, about using research and innovation to bring quality products to all women, about supporting issues that interest and affect women, and about enabling women to claim the right to live full and authentic lives.
“As we mark this important new era in our brand’s journey, we want to continue – as we have done throughout Avon’s 135-year history – to encourage and enable women to be everything they can and want to be.”