Avon, known for its iconic “ding dong! Avon calling” slogan, is opening its first physical stores in the UK.
The move marks a significant departure from its traditional house-to-house sales model.
It comes in response to the challenges faced during the COVID-19 pandemic when its five million representatives could not make in-person visits.
Avon plans to introduce the stores within the next two months, with sales representatives operating them as franchisees, offering a unique “mini beauty boutique” experience.
Angela Cretu, Avon International’s Global CEO, said: “We are on the cusp of new frontiers for Avon.”
“It is an exciting new chapter. Women like to touch and experience the product and have that joy of seeing all the colours available.”
The stores will initially feature around 150 products, with the complete range exclusively available through Avon’s sales representatives.
The beauty company aims to tap into the brick-and-mortar retail space, recognizing 80 percent of beauty purchases are made through physical stores.
Avon has not yet revealed the specific locations and the number of stores.
The company said it would focus on “neighborhood communities” rather than traditional high street locations.
It sees this move as an opportunity for women to open businesses, particularly in areas where launching startups may be challenging.
Avon also expanded its partnership with Superdrug.
The company plans to make its products available in hundreds more stores from November 27.
Partnership with Superdrug
It would eventually reach Superdrug’s entire chain of almost 800 outlets.
Cretu said: “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.
“We want to be as inclusive as possible. We want to give women the opportunity to open a business, especially in areas where it is not so easy for them to launch a startup.”
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In recent years, Avon has increasingly embraced online and social media channels for sales, leveraging platforms like Facebook Live.
The company’s appeal to environmentally and socially conscious millennials has been boosted by its 2019 acquisition by Natura.
Natura is a Brazilian beauty group that owns The Body Shop and Aesop.