Avon optimistic of strong sales growth next year

MANILA, Philippines — Global beauty company Avon is optimistic of seeing strong growth in sales  next year as it utilizes digital tools to push products and recruits more sales representatives.

Avon Global chief executive officer Angela Cretu said in an email that while the firm was affected by the pandemic like most companies, it is upbeat of seeing growth in sales next year.

“We are anticipating a strong rebound next year,” she said.

She declined to provide sales figures for the Philippines during the pandemic, but noted the company has seen strong take-up in sanitizing gel and alcohol, bath and toiletries, skin care, as well as intimate apparel in the local market.

Avon expects the growth in sales to be supported by the availability of products relevant to the market  and the use of digital tools by sales representatives as consumers turn to online platforms to shop.

“The biggest change is evident in consumer behavior in acquiring products. With the physical limitations of the pandemic, they have easily transitioned to online and e-commerce platforms to purchase our products. This will definitely persist even well after the pandemic because of the convenience it offers,” she said.

To take advantage of this opportunity, Cretu said the company has provided free training and digital tools to sales representatives to accelerate the shift to social media and mobile apps.

Among the digital tools available to sales representatives is the Avon On App which acts as a one-stop shop to access the digital brochure, place orders, and get notified of the latest trends, news, and products.

In addition, the company has the Avon Grow App which sales leaders can use to increase their team remotely and automate their business performance monitoring.

Apart from use of digital tools, recruitment of sales representatives will help in driving higher sales.

Cretu said Avon has seen a surge in Filipinos wanting to join the company as sales representatives to augment their income during the pandemic.

“We are primed to extend earning opportunities to Filipinos whose income and sources of livelihood have been displaced by the pandemic. Avon is ramping up its recruitment efforts in order to reach more potential Avon representatives and support people during this time,” she said.

Providing opportunities for individuals to earn and helping them succeed form part of Avon’s new brand campaign Watch Me Now.

Beyond creating opportunities to earn, the campaign seeks to raise awareness on issues affecting women including breast cancer and gender-based violence.

“Since the pandemic began, domestic abuse has increased everywhere, including the Philippines. To help combat this, we continue to work with our partner NGOs (non-government organizations) that support the welfare of women,” she said.

Avon is the top beauty and personal care direct selling company in the country.

The company has a manufacturing facility in Laguna.