Preference Choice Publication

Avon celebrates 135 years with enhancements to its digital platform and a $1.35m pledge to women's causes

David Murphy

Beauty brand Avon is celebrating its 135th anniversary by doubling down on its pledge to help women “step into their power and transform their lives for the better”. The company has unveiled a number of enhancements to its relationship selling model including new features for Avon On, the digital platform that enables Representatives to sell online, and a new compensation model, Avon Rewards. It is also using its 135th anniversary to pledge $1.35m (£980,000) to women’s causes around the world, adding to the $1.1bn raised and donated by Avon and the Avon Foundation over the years.

Avon launched its first app in July 2019, which enables Representatives to connect with their customers, sell, manage their orders and access training.The Avon Brochure is also fully digital, with Representatives able to provide personalised links to the brochure for their customers.

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

To mark its 135 years milestone, Avon and the Avon Foundation will award $1.35m in grants for projects which deliver on the brand’s mission to create a better world for women. This extends Avon’s existing purpose pledge of $1 for every My Story Matters story shared –  globally gallery where women are encouraged to share their experiences and celebrate their achievements. To date, Avon and the Avon Foundation have donated over $1.1bn to causes that matter most to women, such as gender-based violence and raising awareness of breast cancer.

As an additional celebration of its rich 135th anniversary, Avon has enlisted British illustrator, Bett Norris, to reimagine a series of its iconic posters, showcasing a variety of people who have embodied and built the company throughout its history. Taking a selection of advertising assets from Avon’s archive, Norris has given the visuals a modern twist, reimaging the protagonists and products through a 2021 lens.

“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 Avon CEO, Angela Cretu. “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.”