Whether it was playing with mum’s lipsticks or a chipper Avon Lady knocking at your door, everyone has a fond memory of . As they celebrate 130 years in the business, we thought it was timely to sit down with Louise Warburton, Corporate Communications Manager for Avon Oceania, and find out who Avon is today.
In the oversaturated beauty market of today, what sets Avon apart from the rest?
Avon, as the Company for Women, has a long and very proud history spanning 131 years. Throughout this time, our point of difference has always been our service level, which is a hallmark of the Direct Selling industry. Providing personalised, superior service is something that Avon does that other beauty companies simply can’t, due to the work-from-home and social-selling nature of our Representatives. The warmth and openness of our sales team is genuinely our competitive advantage and is the reason we are still going strong after almost 40 years in New Zealand and over 130 worldwide.
Avon has a rich heritage rooted in women’s empowerment – is this still true of today?
Yes, Avon has been empowering women for more than 130 years, and this remains its key priority. We empower millions of women around the world financially through our earnings opportunity. When working for Avon, our Representatives are given the opportunity to support themselves and their families, to be in business for themselves, not by themselves, allowing them flexibility, without set hours. Every business decision we make considers our Representative and how we can allow her to become the best businesswoman that she can be.
We also empower women through supporting their health and safety through the Avon Breast Cancer Crusade and Avon’s Speak out Against Domestic Violence Campaign.
Consumers care more than ever about brands’ corporate social responsibility initiatives. What is Avon currently doing in this space?
Through our network of 6 million Sales Representatives Worldwide, we have a unique opportunity to educate and mobilise people on the issues that are of vital importance to women. Avon’s corporate social responsibility initiatives focus on support for 2 areas – curing breast cancer and ending violence against women.
The Avon Breast Cancer Crusade was launched in 1992, and today Avon is the leading corporate supporter for the cause globally. In New Zealand we are proud to support the Breast Cancer Foundation NZ. Our Speak Out Against Domestic Violence Campaign was launched in 2004 and focuses on education, prevention and victim support programs. In New Zealand we are proud to support Shine.
Avon is famous for their direct independent sellers approach also known as ‘The Avon Lady’, is this still practiced now? If so, how does it work?
Avon globally has a network of around 6 million independent Representatives who sell Avon products through a one-on-one relationship, which gives high quality, personalized service. This is still at the core of our direct-selling business and our industry.
Today, many of our Representatives continue to sell the traditional way – by doorknocking with our Brochures – however, many more have embraced the possibilities afforded to them by the internet and social media, and use their own online store along with private Facebook groups to enhance the selling experience and provide ease of access to their Customers.
Avon gives people choice in the way they run their business, and provides them with the tools and support that they need to become successful. It is a business run on their terms, but not on their own, and for many people who might like to run a business but don't have the background or finances to strike out on their own, direct selling is a fantastic opportunity to learn, develop and become self-empowered, and to achieve their dreams.
Is Avon only available direct or is it also sold in pharmacies and other selected retailers?
Avon is available through a Representative or online at shop.avon.co.nz, with the option of direct delivery.
Being founded in 1886, how has Avon coped with the changing times – have they struggled or adapted?
In 2014, Avon Australia adapted to the demands of our changing Customer base and moved from ding dong to dot com in terms of reaching Customers. We opened our first online store, and we continue to actively encourage each Representative to open their own online shopfront. In expanding our business online, our aims were twofold: to reach more Customers and to help our Representatives better their Avon businesses. We offer many digital tools to do this, for example, a social media suite featuring valuable beauty content that Representatives can easily share with their customers.
As much as people gravitate toward online for convenience, we're still very tactile and there is nothing that can replace the selling power of trying, feeling, touching and experiencing a product. It may be a digital age but there is still very much a place for personal service and there’s nothing like trying a product – the direct selling channel is able to provide this.
As well as adapting in terms of offering Representatives the choice of selling online, we have also updated our product range where necessary to reflect changing times and consumer trends. For example, our ANEW range provides us with cutting-edge skin care innovation and Nutra Effects appeals to customers growing preference for natural, paraben- and phthalate-free products. Our legacy products, such as Skin So Soft, are honoured through keeping the well loved formulas but with more modern packaging. Finally, the design of our brochures has changed a lot to reflect more current trends.
Who is Avon today in contrast to who Avon was previously?
Avon still has the same ethos it has always had, we are a beauty company focused on providing empowerment for women, be that through a killer lipstick colour giving her the confidence to get through the day, or through providing the means to put a roof over her head and her kids through school.
What has changed is that Avon have developed their product range, particularly the broad range of quality make up and innovative skin care products, to position themselves as a key player in a saturated and highly competitive market.
Historically, what have been Avon’s top-selling products?
Our top selling products historically are from our Avon Color range (now Avon True), our Anew skincare range which has just celebrated its 25 year anniversary, our Imari and Far Away fragrances, and our Skin so Soft range (the SSS bath oil is over 50 years old and still going strong!)
What’s new from Avon?
The key new skincare product from Avon is ANEW Clinical, offering women dermatologist-inspired skin treatments in the comfort of their own home. New makeup products include the Avon True Color Flawless Foundation Collection, honest, everyday formulations that provide reliable results. These foundations come in a range of textures and use Color IQ Techonology so customers can find their perfect match. For relaxation and self-indulgence, our new Planet Spa range features luxury bath and body products for spa-style treatments at home.
Lastly, what can we expect from Avon in the years to come?
Get ready for a new makeup range that will break the Avon stereotype in August 2017! Overall, Avon will continue to innovate with really great products with a respectful eye to our heritage of which we are very proud!
Check out all the photos from the Avon True launch Avon True Launch.
