New Avon LLC ("Avon") appointed Anjana Srivastava as the company's president of health and wellness in the US. This is a new role for Avon, marking the company's expansion into the health and wellness market, which is currently the largest product category in the direct selling channel, representing 33.5% of total sales. It is also the fastest growing segment in the channel, increasing 16.3% to $12.1 billion in 2015, according to the Direct Selling Association. This initiative, set to launch in 2017, is consistent with Avon's strategy of broadening its consumer base through a competitive product portfolio, while at the same time providing compelling earnings opportunities for Avon representatives, according to the company.
Srivastava, a direct selling industry veteran and accomplished scientist, will lead the health and wellness vision for New Avon, and will be responsible for building the team and strategy for this expansion, with a focus on engaging strategic partners, identifying new product opportunities and bringing innovative products to market. She reports directly to Scott White, chief executive officer for New Avon LLC, and is a member of the New Avon Leadership Team.
"Anjana's broad expertise across direct selling, science, and the health and wellness industry uniquely qualify her to lead New Avon's entrance into this market," said White. "For 130 years, Avon has proudly championed the well-being of women. Our health and wellness business will build upon that legacy—delivering products that help women look and feel beautiful, fit and healthy. As we transform New Avon into the leading social selling company in North America, we look forward to establishing a health and wellness destination valued by consumers, while maximizing the opportunity for our representatives to grow their businesses and their earnings."
Prior to joining Avon, Srivastava spent nearly two decades in leadership positions with multinational direct-selling companies focused on health and nutrition. She served as the chief product officer and head of the scientific advisory board at NeoLife International, where she also held leadership positions of executive vice president for the North America market and executive vice president of product, science and technology. Srivastava also has previous experience working as senior director of global marketing with Shaklee Corporation, where she played a key role in driving the growth of the company, leading all activities related to new product development, marketing and brand management of nutrition products, according to Avon.
Srivastava has a BS in life sciences, an MS in botany, and an MBA, all from premier universities in India. She is also a member of the American College of Nutrition and serves on the Senior Scientific Advisory Council and the Regulatory Affairs Committee of the Council for Responsible Nutrition.
"I am thrilled to join Avon and lead this exciting expansion into health and wellness. As the company for women, Avon is committed to taking a leadership position on the issues that matter most to women – and her family's health and nutrition is a top concern. An increasing number of consumers are seeking ways to improve their health and vitality as they are becoming aware of worsening obesity trends and incidence of chronic diseases," said Srivastava. "Over the coming months I look forward to building my team, securing best-in-class partners, and ultimately laying out a smart, strategic path for providing representatives and consumers a portfolio of new products that live up to Avon's industry-leading standards, and access to health related information they can trust."