Pure Beauty

Avon launches on Amazon for the first time as part of new omnichannel strategy

By Amanda Pauley | Published: 14-Apr-2023

The move will see the cosmetics giant sell its products outside of its sales rep programme for the first time in 136 years

Avon is launching on online retail giant Amazon as it continues to revamp its image and grow its omnichannel strategy.

More than 300 Avon products will be available to purchase on the site, with more to come throughout the year.

This is the first time in the cosmetic giant’s 136-year history that it will be selling outside of its Avon rep programme.

Currently, independent sales representatives across the world sell Avon products to their family, friends and social networks in-person and online. 

The company said selling on Amazon will boost its digital presence and allow it to “embrace a wider customer base”.

The move is part of Avon’s wider project to modernise its market identity because “some people were saying it feels a bit dated,” Kristof Neirynck, Global Chief Marketing Officer at Avon, told Cosmetics Business.

Two months ago, Avon unveiled its global rebrand – the biggest investment in its image for the past ten years.

It comprised an updated platform, new visual identity, streamlined product offering and digital training for reps. 

“Avon is a true pioneer in direct selling and, as we continue to realise our omnichannel ambitions, now is the right time to launch our new Amazon store,” explained Neirynck.

“Across Avon worldwide, online sales are now nearly three times pre-pandemic levels and expansion into other channels complements our existing network of reps who offer best in class relationship selling.

“With the cost-of-living crisis gripping the nation, being able to provide more consumers with high-quality affordable beauty products is a key priority.

“Expansion into channels like Amazon will only support us and our reps to grow Avon’s collective customer base.”

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