Pure Beauty

Avon moves away from ‘ding dong’ selling with upgraded digital platform

By Julia Wray | Published: 20-Sep-2021

Improvements have been announced to coincide with 135th anniversary, alongside a new grants pledge and some vintage-meets-2021 visuals

Beauty company Avon – once famous for its door-to-door selling and ‘ding dong, Avon’ catchphrase – is moving further towards a digital selling model with the launch of an enhanced Avon On app.

The app is designed to digitally enable millions of Avon representatives, said the company, at a time when online sales at Avon are 2.7 times their pre-pandemic levels.

The improved mobile user experience means that Avon representatives can more easily connect with customers, sell, manage their orders and access training.

The famous Avon Brochure is now also fully digital, with representatives able to provide links to the brochure for their customers.

Avon moves away from ‘ding dong’ selling with upgraded digital platform

To encourage more entrepreneurship, Avon is revamping its representative earnings model in key markets, reducing the threshold to earn from the first sale of any product.

This, according to Avon, provides a more personalised approach to meet representative needs, whether they’re new to Avon and require greater support, established and wanting to grow, or a sales leader looking to inspire their team.

To mark its 135th year, Avon and the Avon Foundation will additionally award US$1.35m in grants. This extends Avon’s existing purpose pledge of $1 for every My Story Matters tale shared: a global gallery where women are encouraged to share their experiences and celebrate their achievements.

Also in celebration of its birthday milestone, Avon has enlisted British illustrator Bett Norris to reimagine its iconic posters, taking a selection of assets from Avon’s archive and giving the visuals a 2021 twist.

Avon moves away from ‘ding dong’ selling with upgraded digital platform

“Since 1886, we’ve done beauty differently and gone from one pioneering businesswoman to five million representatives working, learning and earning in their own way and on their own terms,” said Angela Cretu, CEO of Avon.

“We’re just getting started, though, and we’ll continue to champion women for another 135 years and more.

“As we enter the truly digital age, we are committed to doing good with our people, purpose and product, and encourage all our representatives and associates, both established and new, to grow with us.”

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