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Sales Down at Avon

March 5, 2014

Avon Products’ 2013 sales fell 6% to $10.0 billion, according to the direct-seller, with total units down 5% and price/mix up 4%. Total beauty sales fell 7%. 

“Looking back at 2013, we made progress addressing tough legacy issues, identifying and beginning to resolve operational challenges, and rebuilding our management team. Although the second half of the year was impacted by both execution and macro-economic factors, I’m pleased that we are making headway toward our financial goals and Avon’s return to profitable growth,” said Sheri McCoy, CEO. “While much work remains to be done, we continue to make progress.”

In the final quarter of 2013, total revenue fell 10% to $2.7 billion. Total units decreased 10% and price/mix was up 6% during the quarter. Active representatives were down 5% while average order increased 1%. Beauty sales declined 11%, said the company.

For the quarter, North America Beauty sales declined 25%, driven primarily by skin care and personal care, on both a reported and constant-dollar basis, according to Avon. 
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