Avon has announced the appointment of Jan Zijderveld as Chief Executive Officer, effective immediately.

Zijderveld joins the direct sales firm from Unilever, where until recently he served as a member of the Executive Committee and President of Unilever Europe. His appointment comes just days after activist investors criticized the company for failing to recruit a replacement for Sheri McCoy and urged the company to sell.

“On behalf of the Board of Directors, we are delighted to welcome Jan to Avon, who we unanimously appointed from a very strong list of seasoned global executives,” said Chan Galbato, Chairman of the Board of Directors of Avon. “With his 30-year track record as a proven global leader, Jan has driven profitable growth in large, multi-channel, complex consumer businesses across emerging, developing and developed markets.”

Jan Zijderveld, Chief Executive Officer added, “I am thrilled to be joining Avon at such an important chapter in the Company’s turnaround. I strongly believe in the opportunity and relevance of direct selling for today’s representatives and consumers. Avon is an iconic brand with an incredible global footprint as the world’s leading direct selling beauty company, operating in the attractive and growing beauty category.”

“With a dramatically changing consumer and competitor landscape, business as usual is not an option. Alongside continuing significant operational improvements in the near term, we will take a fresh look at the business, and deliver Avon’s next chapter with a sense of urgency. I am looking forward to working with Avon’s talented global team, while continuing to drive compelling opportunities for our six million representatives to do business with us.”