Cosmetics company Avon, which is known for its army of sales representatives, plans to open physical UK stores – the first in its 137-year history.
It will launch stores under the Avon brand within the next few months, with its sales representatives running the “mini beauty boutiques” as franchisees.
Angela Cretu, global chief executive, Avon International said that they were on the cusp of new frontiers for Avon, which was an exciting new chapter. She stated that women liked to touch and experience the product and have that joy of seeing all the colours available.
She said that many customers go to the stores for an opportunity to try many of the products, or simply to enjoy a pamper experience with a beauty adviser and that they want to be as inclusive as possible and give women the opportunity to open a business, especially in areas where it is not so easy for them to launch a startup.
Avon added that rather than traditional high street locations, the new stores will target “neighbourhood communities”.
The beauty brand has furthermore, expanded its partnership with Superdrug. It commenced stocking Avon products in September in 100 stores, as well as selling online. From 27th November, the collaboration will be expanded to hundreds more stores, with plans to eventually make Avon products available through Superdrug’s entire chain of almost 800 outlets.
Also read :
Prada Holiday Gift Factory debuts at Singapore Changi – Commonwealth Union
Shein bonds with Forever 21 – Commonwealth Union
The cosmetic company also launched on Amazon in April, in a bid to accelerate its omni-channel strategy and unveiled a new visual identity and ‘Embrace your Power’ brand positioning.
The marketplace offering has been designed to embrace a wider customer base who “wish to enjoy aspirational beauty products at irresistible value”, something even more important for customers due to the ongoing cost-of-living crisis. More than 300 Avon beauty products are now available via the marketplace.
Avon seeks to change its direction and add physical stores to its operations. The brand, that has been associated with the catchy TV slogan “Ding dong, Avon calling!” advert since 1967, has 63 shops presently in Turkey, and is also looking to open outlets in Brazil and South Africa.
The beauty giant relied on a large team of door-to-door sales reps for years, who would speak to customers directly and show off their products. That operation ground to a halt during the pandemic, with Avon being forced to move much of its business online.
Global chief executive Angela Cretu said, the 137-year-old retailer was looking for ways to follow women “wherever they spend their time.” She told the BBC that the expansion was an exciting new chapter and that outlets would be based in “neighbourhood communities” rather than on traditional high streets.
Ms Cretu described the shops as mini beauty boutiques that would showcase a selection of products from Avon’s range. The number of new shops and locations have yet to be confirmed.
Avon which was established in the USA in 1884, moved its headquarters to the UK in 2016.
Retail analyst Natalie Berg who told the BBC that the brand was “a little dated,” sees the move to open new stores as a positive venture.
Ms Cretu said the pilot in Turkey has proved that, the stores have boosted their businesses, which was a far cry from stealing business from local reps.
She added that many customers go to the store for an opportunity to try many of the products, or to simply enjoy a pamper experience with a beauty adviser.
Ms Cretu added that the group was providing training to reps to be able to launch and run the retail franchises and provide them with the technology needed to run the businesses. She stated that they wanted to give women the opportunity to open a business, especially in areas where it is not so easy for them to launch a start up.
