Can Avon convince millennial buyers and sellers?

Avon relies on its representatives around the world to sell its products, but the

Avon, the 130-year-old beauty firm that is still known for its "Avon calling" ads, has been looking a bit worse for wear.

The price of their shares is in crisis, with many Western millennials knowing only as the makeup brand that their mothers used, or even their grandmothers.

But the unconditional global cosmetics has a new boss in tow, who has ordered Avon a dramatic change of its own to stick to the proliferation of new and modern upstarts making waves in the accelerated market of beauty.

Avon relies on its representatives around the world to sell their products, but the "Avon ladies" have changed a lot since 2006, when this image was taken, and social networks played the role in their head.

For Avon, the challenge is twofold: it's not just about making British women want to buy their products again, but they must also find women to sell them.

The company, coupled with its social selling model, currently relies on the efforts of six million "Avon ladies" around the world, an ambitious number that new CEO Jan Zijderveld wants to double in the next five years.

Speaking to This is Money, Zijderveld says that Avon hopes to expand its group of 100,000 sellers in the UK by taking advantage of the thriving concert economy.

"There are many people who are looking for extra money and a high demand for flexible part-time jobs, because Uber and companies like that are helping to grow the economy," he says.

It has recently been proven that recruits are hard to find in some of the Avon markets, as the company is plagued with worn-out images, stiff competition and the false belief that to be an Avon Lady you have to walk around the city selling From door to door. .

But, according to Zijderveld, the number of representatives goes back up, when a new generation of Avon Lady emerges, or "e-beauty entrepreneur", as he calls them.

While some sellers still like to make calls at home, many more are now taking advantage of social networks and using channels such as Facebook Live, Snap Chat and Instagram to increase sales.

Some even post YouTube videos with makeup demonstrations to extend their reach even further and promote new products.

Mrs. Avon, but not how you know her

This Avon seller has a YouTube channel and a blog through which he generates sales

This Avon seller has a YouTube channel and a blog through which he generates sales

This Avon seller has a YouTube channel and a blog through which he generates sales

Sammy, a 23-year-old mother of two from Middlesex, works for Avon and studies at the Open University to earn a law degree.

Your Avon business is completely online and has the support of a popular beauty blog.

Next to the blog, Sammy has a YouTube channel with more than 2,000 subscribers through which she shares the best beauty purchases and make-up tutorials using Avon products, as well as other brands.

This helps her get new Avon customers and also keep existing customers happy.

Sammy is filmed using the products, offering clues and advice to customers remotely

Sammy is filmed using the products, offering clues and advice to customers remotely

Sammy is filmed using the products, offering clues and advice to customers remotely

Why sell for Avon?

• In Avon, unlike other social selling companies, the representatives do not have to ask for any action to start.

• There are no initial costs: the representatives do not have to pay Avon until they have received the payment from the clients.

• Avon offers a 100% money back guarantee, so everything can be returned for credit.

• There is a wide range of training and development opportunities, management support.

  • And it's flexible: the representatives have control over their own schedules and can be their own bosses.

And, not at a moment too soon, Avon is innovating to make this new style of sale much easier. Earlier this year, it launched its first digital catalog, which representatives can share with customers through WhatsApp or social networking platforms.

He just released a trial version of his new "Personalized Beauty App" in the UK, which uses paint matching technology to help representatives take an accurate reading of the skin type and tone of a single photograph.

"We are getting going," promises the head of makeup.

"We offer part-time work for women who like beauty and want to earn some money, and now they can use their social networks to help them earn much more.

"We want people to be able to sell our products anytime, anywhere, so we'll give them what they need to do exactly that and build an online business," he says.

Can Avon keep up?

Makeup buyers have more options than ever: in addition to having numerous retailers online and on the High Street to choose from, beauty brands like Mac are also opening flagship stores in convenient locations.

Subscription services, such as the Birchbox Beauty Box and The Hut Group's Glossybox, are also stepping on Avon's feet.

As Zijderveld himself attests, the company needs a serious uprising if it expects to compete with such upstarts, particularly in the United Kingdom.

Avon is testing its own version of the subscription service

Avon is testing its own version of the subscription service

He has launched Letterbox Looks, which includes six custom products for £ 20

He has launched Letterbox Looks, which includes six custom products for £ 20

Avon's version of a subscription service – Letterbox Looks – was tested this year in the United Kingdom

"A lot of people know Avon, but the whole proposition needs to be refreshed and rejuvenated, we need to be more modern, we need to tell the story better, we need to innovate better.

"So we will have a totally new look and newer advertising campaigns to be young again," he tells This is Money.

In addition to its makeover, Avon is testing its own subscription service that calls "Letterbox Looks", which includes six products for £ 20.

Avon is revolutionizing new products faster, like this Lip Tattoo, which took 23 weeks

Avon is revolutionizing new products faster, like this Lip Tattoo, which took 23 weeks

Avon is revolutionizing new products faster, like this Lip Tattoo, which took 23 weeks

Another part of Zijderveld's mission is to accelerate the development of Avon products, so that it can become what he calls internally "the Zara of beauty."

"Some products are now on the market in four months, where they used to be two years," he says.

Clearly, Avon, with a market capitalization of less than 800 million dollars, has a long way to go before being able to compare itself with Zara, according to Forbes, with an eye that irrigates the 13 billion dollars.

But Zijderveld is committed to creating what he calls "super successful, high-tech, high-touch, high-impact Avon", confident that in the next five years he will not only double the number of representatives, but also the profits of the company. .

Did you know …

Avon was launched in 1886 to help women earn their own money, long before they had the right to vote

Currently operating in 57 countries around the world

Its 6 million representatives are between 18 and 80 years old, with 50 percent of new representatives in its 10 main markets, now under 35 years old.

Worldwide, four Avon lipsticks and two masks are sold every second

Avon is listed in New York but, since he split from his American arm, is based in Chiswick, London.

To date, Avon has donated more than $ 60 million worldwide to end domestic violence

Over the past 25 years, Avon has funded breast exams for 20 million women.

An internal team of more than 200 scientists helps to manufacture Avon products

Avon is the No.3 beauty brand on Facebook with 20 million fans

Avon also sells products for men and is preparing the launch of a new masculine fragrance

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