Avon, a name once synonymous with door-to-door makeup sales and the iconic “Ding Dong, Avon Calling” advertising campaign, has experienced a transformation that mirrors the evolving landscape of global retail and direct selling. Founded in 1886 by David H. McConnell, Avon Products, Inc., grew from a small perfume company into a global beauty giant, renowned for empowering women by offering them opportunities for economic independence through its direct sales model. The question of whether Avon is still in business reveals a complex narrative of adaptation, restructuring, and resilience in the face of shifting consumer behaviors and digital disruption.
In recent years, Avon’s business model and market presence have undergone significant changes. While the company faced challenges, particularly in the U.S. market, where direct sales faced stiff competition from e-commerce giants and changing consumer preferences, Avon has continued to adapt and find new avenues for growth. In 2019, a major development was the acquisition of Avon by Natura & Co, a Brazilian beauty conglomerate that also owns The Body Shop and Aesop. This move marked a new chapter for Avon, positioning it within a larger family of companies with a focus on sustainable and ethical beauty products.
The acquisition by Natura & Co has allowed Avon to leverage synergies within the group, focusing on expanding its global footprint, particularly in Latin American markets where the brand remains strong and direct sales continue to be a popular method of purchase. The deal also signifies a strategic pivot towards integrating Avon’s direct sales network with digital platforms, enhancing the brand’s e-commerce capabilities and social selling efforts. This blend of traditional direct selling with digital marketing and sales channels aims to modernize Avon’s approach and connect with a younger, digitally-savvy consumer base.
Furthermore, Avon’s commitment to women’s empowerment, social causes, and philanthropy remains a cornerstone of the brand’s identity. Through initiatives like the Avon Foundation for Women, the company continues to invest in causes such as breast cancer research and domestic violence prevention, reinforcing its mission to improve the lives of women globally. These efforts not only contribute to social good but also resonate with consumers who increasingly value brands with a strong ethical stance and commitment to making a positive impact on society.
In conclusion, Avon is indeed still in business, but not in the same guise that many may remember from decades past. Under the umbrella of Natura & Co, Avon is reimagining its future, blending its rich heritage in direct sales with the opportunities presented by digital technology and e-commerce. By focusing on strategic markets, modernizing its sales approach, and continuing its commitment to women’s empowerment and philanthropy, Avon aims to maintain its relevance and continue its legacy as a brand that stands for beauty, innovation, and social responsibility. The journey of Avon, from its humble beginnings to its current place within a global beauty conglomerate, reflects the broader challenges and opportunities facing legacy brands in today’s rapidly changing consumer landscape.
