Direct-selling beauty brand Avon has recently rolled out a campaign ‘Looks Like Freedom’ with the core message of women’s empowerment. Swati Jain, Marketing Director, Avon talks to us about the insight behind the brand’s latest campaign and the opportunities that lie ahead for the direct selling market.
ON THE ‘LOOKS LIKE FREEDOM’ CAMPAIGN
Avon not just has products for women, but our business model too is a direct-selling one, where women are the key sellers. At least 99% of our sales representatives and leaders are women who operate from home. Instead of celebrating women on just Women’s Day, we believe it is more meaningful to celebrate them every single day of the year. Through this campaign, we are encouraging women to live their lives freely and unapologetically.
WHY DIRECT SELLING GIVES AVON AN EDGE
Today, consumers are more attracted to brands that will talk directly to them and give them advice and guidance. The direct selling market, therefore, is more relevant than ever today. We have an edge over other brands in the market because we are directly connected with our consumers. It may be a traditional method of selling but it is more effective. It is a winning approach and I don’t think it will lose its relevance.
ON GROWTH BY INCLUSION
As a brand, we see ourselves as more inclusive, progressive and relatable. Therefore, we ensure that we have product lines to suit people across socio-economic categories. Even in terms of reach in India, we are present in every State in the country barring Kerala. We keep adding new product categories and product lines from time to time. We recently added the baby care range and launched the international make-up brand Mark in India. In May, we will introduce a new range of deodorants.
ON THE ‘LOOKS LIKE FREEDOM’ CAMPAIGN
Avon not just has products for women, but our business model too is a direct-selling one, where women are the key sellers. At least 99% of our sales representatives and leaders are women who operate from home. Instead of celebrating women on just Women’s Day, we believe it is more meaningful to celebrate them every single day of the year. Through this campaign, we are encouraging women to live their lives freely and unapologetically.
WHY DIRECT SELLING GIVES AVON AN EDGE
Today, consumers are more attracted to brands that will talk directly to them and give them advice and guidance. The direct selling market, therefore, is more relevant than ever today. We have an edge over other brands in the market because we are directly connected with our consumers. It may be a traditional method of selling but it is more effective. It is a winning approach and I don’t think it will lose its relevance.
ON GROWTH BY INCLUSION
As a brand, we see ourselves as more inclusive, progressive and relatable. Therefore, we ensure that we have product lines to suit people across socio-economic categories. Even in terms of reach in India, we are present in every State in the country barring Kerala. We keep adding new product categories and product lines from time to time. We recently added the baby care range and launched the international make-up brand Mark in India. In May, we will introduce a new range of deodorants.
