THE WHAT? The US off-shoot of Avon, widely known as New Avon Company since it was split from the direct sales giant, is changing its name to The Avon Company. The name change reflects Avon’s heritage as America’s first and leading social selling beauty company, the firm said in a statement.
THE DETAILS The new name is effective immediately, while the previous name, a by-product of corporate restructuring, will be officially retired.
THE WHY? The Avon Company CEO Paul Yi revealed, “Our name has changed to more clearly represent our vision and provide a more independent front as we continue to grow and build upon the business. It better captures Avon’s diverse array of brand and product offerings such as belif, Mission Luxereve, CHI, Physiogel, and Daily Essentials home products.”