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Avon Introduces New Omnichannel Strategy with Amazon Launch

Selling on Amazon will boost the company’s digital presence to attract a wider customer base, officials said.

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By: Lianna Albrizio

Associate Editor

Avon is launching on online retail giant Amazon as it continues to revamp its image and grow its omnichannel strategy, brand officials said.
 
More than 300 Avon products will be available to purchase on the site, with more to come throughout the year.
 
Independent sales representatives across the world sell Avon products in-person and online. This is the first time in the cosmetic brand, which is 136 years old, will be selling outside of its Avon rep program.
 
According to company officials, selling on Amazon will boost its digital presence to attract a wider customer base. The move is part of Avon’s wider strategy to modernize its market identity, according to Kristof Neirynck, global chief marketing officer at Avon.
 
In 2021, Avon unveiled a global rebrand, which was its largest investment in its image in the past decade, with a new visual identity, a streamlined product offering and digital training.
 
“Across Avon worldwide, online sales are now nearly three times pre-pandemic levels and expansion into other channels complements our existing network of reps who offer best in class relationship selling,” said Neirynck. 

Further Reading

Check out our coverage of Avon's expansioin of AI and AR Selling Tools in International Markets.
 

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