Representatives around the world will need to revamp their YouTube an IGTV video strategies now that the full product brochure is available online (since many page through each new paper brochure for their followers). But that’s the least of the company’s worries.
In January of last year, Avon relocated its corporate headquarters to Europe, only after spinning off the North American business (now held by Cerberus Capital Management).
Just this month, reports have been circulating that Avon has sold its last US beauty product manufacturing facility to a French company known as Fareva Group.
Still, the company founded in 1886, holds out hope that it will remain relevant in this and coming iterations of the cosmetics and personal care marketplace.
The digital is the fundamental
Today’s beauty retail landscape is in constant flux but mobile and digital technologies are key in nearly every transaction.
So it’s no surprise that for the new Avon, digital technology looms large. “Digitisation is at the heart of our strategy as we build a new, modern and relevant Avon that is both high-touch and high-tech,” says Jan Zijderveld, Avon CEO since February of this year, when he took over the role previously held by Sheri McCoy.
“We are working intensely to build the right tools to support our 6 million strong network of beauty entrepreneurs to help them provide a personal service to their customers that is underpinned by strong digital capability,” says Zijderveld, in a media release announcing the new beauty product brochure format. “This pilot is off to a promising start with huge potential as we implement more broadly,” he adds.
Data-driven mobile shopping is the plan
Many of the company’s micro-entrepreneurs (known also as representatives or before that Avon Ladies) now have digital tools to help them sell.
As a recent company press release describes it, “Avon's global digital platforms and experience team has launched a fully digitised, mobile-enabled e-interactive brochure, allowing Avon Representatives to connect quickly and effectively with their customers by creating an e-enabled personalised shopping cart that can be shared via WhatsApp and Facebook messenger – sending the latest trends and products direct to their mobile.”
The new tech is in place in 12 countries; Brazil, Argentina, Mexico, Russia and Turkey are among them. And, more will be added soon. Avon’s first digital, shoppable brochure attracted some 500,000 users in the first 48 hours, according to the company’s press release.
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.