Avon retains lead in direct selling

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    Avon Philippines retains its strength in the country as the number one in direct-selling and its position as the biggest market in Asia-Pacific remains unchanged despite the pandemic.

    “Based on data we are hearing we are keeping market shares following the trends in the market,” said Raz Diratian, general manager for Avon Philippines, in a virtual press conference yesterday.

    Diratian said Avon has seen has some sales increase in certain categories and decline in others as the new coronavirus disease 2019 changed the trends completely.

    For example, color category has felt the biggest impact as women are wearing less makeup. Same is true for fragrances as people are going out less often.

    Christine Eugenio, director for Channel Management, said consumption of personal care products like anti-bacterial hand sanitizer, alcohol, soap and skin care is gaining traction.

    Strong performance is noted in intimate apparel as well as home and supplements.

    Diratian said Avon Philippines though has no plans to expand the capacity of its manufacturing in Laguna where 80 percent of the products sold locally are made. The plant, the biggest in Asia, also serves other markets in Asia-Pacific.

    “We have not reached full capacity and any time we can expand our capacity by bringing a second or third shift. We are very flexible ,” said Diratian.

    He said Avon Philippines in the midst of a transformation that will respond to the earning opportunities of its 5 million representatives and their customers.

    This includes an omnichannel approach that would enable customers to access products online but still prioritizing its sales representatives who provide personalized service Avon has been known for.

    Initially, it rolled out tele ordering and home delivery as an option to the 190 physical stores where sales agents prick up products for distribution to their clients.

    Since the pandemic, Avon has seen a 300-percent in sales via e-commerce from a year ago.

    Avon has also rolled out two mobile apps, one for sales and the other for recruitment and has tapped social media for training its Avon ladies.