Avon has been operating in the world for 137 years and in Poland for 33 years. Until now, it offered cosmetics in direct sales through consultants, which allowed the company to reach 6% of 100% of potential customers. Now Avon also intends to fight for 94% of people who do not buy cosmetics in the direct sales format. Especially since the cosmetics market in Poland is developing at a double-digit rate and a young generation has entered the market, who do not buy in the direct sales channel, i.e. through catalogues and consultants.
Omnichannel strategy at Avon
As part of the omnichannel strategy, the brand's online store has been operating for a long time. Since last year, Avon products have also been available in the brand's official zone on Allegro, and from this year also on empik.pl. October 2024 will be a breakthrough, however, because Avon will appear with its products in 500 of the 1,800 Rossmann drugstores in Poland. 49 of them are branches in Warsaw.
Thanks to this, Avon wants to reach new customers and increase brand recognition, while not neglecting its consultants, because, as the company's research shows, introducing Avon stands to drugstores in other countries increased the turnover of consultants operating in the immediate vicinity. – Our presence in stores allows consumers to see the high quality of our cosmetics. Thanks to this, they return to consultants, because they have access to the full product portfolio and will help provide professional advice – says the head of Avon in Poland.
Avon stores in Turkey and now Poland
Avon is opening new sales channels – there are already several dozen stationary stores in Turkey and Italy, and in Great Britain the company is present in the Amazon online store and from October 2023 in Superdrug drugstores.
– We keep up with the times and want to respond to the needs of the modern beauty market, which is why we are developing new sales channels, thanks to which we can offer our cosmetics where consumers are and where they want to buy them: online, through a consultant, or in a drugstore. We are still one of the largest direct sales companies in Poland and in the world. The basis of our business is sales through consultants, but new distribution channels are an opportunity for us to reach a wider group of customers, increase brand recognition and develop our business – says Anneli Loorits, General Manager at Avon Cosmetics Polska.
Avon in Rossmann
Rossmann drugstores will offer 65 of the most popular Avon products, which is 8% of the entire offer. There will be products from 3 categories: facial care (16 products), makeup and fragrances (14 products each), including Anew serum with Protinol™, Hydramatic lipstick with a moisturizing agent with hyaluronic acid, Glimmerstick eyeliners, as well as popular fragrances such as Far Away, Attraction or Little Black Dress. The full portfolio of Avon products will still be available from consultants or on avon.pl.
Avon Franchise Stores
With the entry into the Rossmann drugstore, Avon is also focusing on opening franchise stores. In the franchise model, it offers two formats: an island with a lower down payment and a stationary store requiring a higher start-up investment.
– Since October, we have made it possible to open your own Avon store or franchise point. The offer is available not only to consultants, but to anyone who would like to have their own beauty business – says Anneli Loorits, General Manager at Avon Cosmetics Polska.
Avon now has over 75 stores in Turkey and two in the UK, and has also launched a franchise in Romania. The leading format is islands in shopping malls.
In Poland, Avon has nearly 1,000 employees. The factory in Garwolin produces cosmetics for 50 markets, and from the warehouse, products are sent to consultants in 10 countries.