Belief in a Mission: Avon Marks 125 Years
By: Jeff Falk
Posted: July 13, 2011, from the July 2011 issue of GCI Magazine.
page 5 of 6
Ironically, the human-interaction component is becoming a rarity in today’s increasingly impersonal digital age. Yet, Avon representatives continue to deliver high-quality service to customers, addressing their individual needs, questions and concerns. What do women want? Someone to advise them on what lipstick shades will work best and what skin care products are most suitable for them.
GCI: With such a global scope, what has Avon found to be the commonality in consumers across markets and cultures? How does the company navigate the differences?
Avon: Every day, Avon brings beauty to the lives of women all over the world. At Avon, beauty means finding the right lipstick shade for a customer, providing an earnings opportunity so a woman can support her family and even enabling a woman to get her first mammogram. Globally, beauty is about women looking and feeling their best. It’s about championing economic empowerment and improving the lives of women around the world. Having these universal concepts incorporated as definitive core values and principles has helped Avon transcend cultural nuances in order to focus in on what brings us all together. It’s our vision to be the company that “best understands and satisfies the product, service and self-fulfillment needs of women—globally.” So whether we are in the U.S., South Asia, Central and Eastern Europe, or Latin America, this is something we hold ourselves to in everything that we do.
GCI: How does the company balance its portfolio of iconic products with the search and execution of the next “big” product launch? How do you support the types of products that helped make the company what it is and that consumers expect from Avon while fostering new launches and advances?
Avon: Avon has a proven history of delivering first-to-market beauty technologies, making the company a perennial game changer. Time and again, Avon and its global team of scientists working from seven global satellite R&D facilities have led the industry in giving consumers breakthrough products that marry beauty and innovation—light-adjusting makeup, more durable mascara, better-hydrating lipstick, revolutionary anti-aging skin care products, and an at-home alternative to pricey, in-salon smoothing treatments—the list goes on and on. Avon gives women around the globe products that help them look and feel their best.