South African youth have affirmed their affinity to the Avon brand by choosing Avon as the Coolest Make-up Brand for the 12th consecutive year. The beauty and skincare company was bestowed the honours at the 2022 edition of the Sunday Times GenNext Awards.
The Sunday Times GenNext Awards, now in their 18th year running, is the leading annual youth brand preference and consumer behaviour event.
The Sunday Times GenNext survey remains the leading barometer of what South Africa’s youth find on-trend and aspirational, and delivers insights that are valued by brand management, advertising, and marketing professionals.
Young people are among the toughest audience to impress because their purchasing behaviour and affinity to brands is not only influenced by the ‘cool factor’ but also by the attitude of the brand in representing what they believe in as well as consideration and inclusion of who they are demographically. The thumbs up from GenZ consumers is a mammoth vote of confidence in Avon and its alignment to their values and aspirations.
“Avon is elated that it has once again been recognised by young people as the Coolest Make-up Brand – our 12th vote of confidence from the youth segment in a row,” says Momin Hukamdad Executive Director of Commercial Marketing at Avon Justine.
“Much more than just a quality product that is priced right, young people are now steadfast in supporting brands that are purpose-led, environmentally-friendly and keep their brand promise. As Avon, we are humbled that youth recognise our purpose and that it aligns to theirs, that they value our environmental sustainability efforts, and that the quality and value of our products meet their demands. Our 12th Sunday Times GenNext Award is testament that our brand equity, national footprint and customer-centric approach continues to inspire young people to #ChooseAvon.”
Hukamdad further asserts that the results of the survey are encouraging to the brand to continue delivering quality products at a fraction of the cost and applying its social conscience in everything it does.
“We are also deeply grateful to a platform such as the Sunday Times GenNext for conducting a sense check on brands and presenting a realistic view of how young people perceive brands and what they expect from them,” he concludes.