Avalon Organics unveils natural design

BOULDER, Colo. — Hain Celestial worked with brand agency CBX to rework its Avalon Organics brand and freshen its positioning. Avalon Organics got its start back when organic personal care products were primarily purchased by well-educated, high-income females in their 30s or 40s with children, noted Gregg Lipman, managing partner at CBX. “Avalon Organics earned a reputation for offering the highest possible quality personal care products,” he said. “As the consumer has evolved, millennial and Gen X women crave an emotional connection ‘beyond organic.’ It was time to clarify Avalon Organics’ brand story for today.”

To view the full ECRM Beauty Report, click here.



“We did a wholesale change from the Avalon Organics brand’s previous look, although we did preserve important equities, such as the green bottle color,” said Rick Barrack, chief creative officer and founding partner at CBX. “When we tested the new look, we absolutely exceeded [consumer] expectations.”