There was a time when products from Avroy Shlain adorned countless dressing tables in South Africa, kept in handbags, and shared down through generations. Today, the South African beauty brand is giving its traditional tale a new spin in the modern age.
Avroy Shlain has unveiled its future at a relaunch event held at The Level Three in Sandton, unveiling its new direction which blends its legacy into the present-day beauty culture.
Central to the transformation is the ‘Beauty, Reimagined’ campaign – a social-first campaign which leverages nostalgia of the brand with how consumers find, talk about and use beauty products in today’s age.
But crucially, the new campaign doesn’t forget the past.
Instead, it uses the nostalgia related to mothers, aunts and grandmothers while giving room for Generation Z and Millennials to create their own rituals around beauty products.
“Avroy Shlain’s reimagined story will involve reinvigorating all of what South Africans love about our brand, but reimagining it in a way that speaks to modern beauty consumers,” says Head of Marketing, Zimbini Mpangele.
And increasingly, those conversations take place online.
The new concept integrates the macro, mid-tier, micro and nano creators along with Avroy Shlain’s already existing Beauty Advisors program. Content would consist of get-ready-with-me videos, fragrance stories, skincare lessons, product discussions, and beauty tips through platforms such as Tiktok, Instagram, and YouTube.
However, the job description of Beauty Advisors is also changing. They will be marketed as digital beauty influencers, story tellers, and community leaders.
This transition will build upon the successful model of peer-to-peer beauty discovery, which was pioneered by Avroy Shlain back in 1973.
Currently, the company believes that their 100,000 strong Beauty Advisor network can operate together with the creator economy, e-commerce and social media to help customers discover the products in novel ways.
However, along with the nostalgia, Avroy Shlain will also emphasize its formulations, local product developers, and product stories.
After five decades in business, the company is ready to start a new era that would respect the legacy of the brand and at the same time resonate with the modern beauty standards.
