As part of its transformation plan, Avon is mixing up its marketing tools with drag queens starring in Brazilian video ads and an online brochure that can be sent to clients via What’s App launched in 12 markets, according to a report published by Bloomberg.
“What’s been missing is a belief that this is a business for the future,” new CEO Jan Zijderveld told Bloomberg. “We want people to think, ‘Wow, that’s Avon?’”
Zijderveld is also hoping to speed up product development, ushering in more millennial-friendly ranges such as lip tattoos and K-beauty inspired cosmetics, in the space of four months, rather than the two years an Avon product usually spends in development.
However, Zijderveld faces an uphill challenge, says Bloomberg, with shares continuing to lose value at an alarming rate, the number of active sales representatives in decline and market share falling.