Sales: $900 million (estimated).
Key Personnel: Scott White, chief executive officer; Steve Bosson, chief operating officer; Lance Arneson, chief financial officer; Rick Boyle, vice president, information technology and interim chief information officer; Debbie Coffey, vice president, corporate communications; Liza Maldonado, general manager, Avon Puerto Rico & the Islands; Jackie Marcus, vice president, supply chain; Betty Palm, president, social selling; Goran Petrovic, general manager, Avon Canada; Chip Ross, chief human resources officer; Debi Theis, vice president, merchants, marketing and innovation.
Major Products: Color—Avon Makeup Collection; Avon Naturals and Footworks; Skin Care—Anew, Anew Clinical, Anew Genics, Clearskin Professional Care and Avon Solutions; Fragrances- Outspoken and Outspoken Intense by Fergie, Derek Jeter Driven and Derek Jeter Black, Hervé Léger Homme, Far Away, Today, Tomorrow for Her, Haiku Eau.
New Products: Espira health and wellness products.
Comments: New Avon is still trying to return the glow to the Avon name in the US. To help get there, it turned to a familiar face in the cosmetics industry. In May, New Avon announced that Lori Bush has joined the company’s board of managers.
Bush has plenty of experience in the direct selling channel, having served as president and CEO of Rodan + Fields from October 2007 through January 2016.
“Lori is one of the pre-eminent experts in the direct selling industry, and we are excited to welcome her to our board,” said New Avon CEO Scott White “As we work to become the number one social selling company in North America, Lori will be a great advocate for our efforts to build the Avon Representative experience of the future—through digital advancements and the delivery of an innovative product portfolio.”
Bush insists that she is up to the task.
“I am very excited to join the board of New Avon, and have long respected the company for pioneering the direct selling industry,” said Bush. “It is an incredible honor to work with the Board and executive team to restore Avon to its iconic position, and reach more women with the live-changing opportunity that Avon provides.”
One way the company will get there is by taking advantage of the wellness trend that is rippling throughout North America. In January, the company entered the health and wellness category with the introduction of Espira by Avon—a nutritional supplement line that’s said to be designed with naturally-sourced ingredients to restore and boost natural energy for women and men.
“We are rapidly transforming Avon to become the leading social selling company in North America, and broadening our portfolio into the health and wellness category will be a key driver of our success. The Espira launch is a natural evolution for us – Avon has been taking care of women and their families for over a century,” explained White. “We are very proud to enter this critical category with a highly innovative, high performing line of products that is unlike any other on the market today. Our representatives are excited for the opportunity to build their businesses and reach new customers with Espira.”
The name Espira was derived from the words aspire and inspire—born out of a desire to help people feel and look their best, explained Betty Palm, president of social selling for Avon.
“The inspiration for Espira came directly from our representatives as they lead busy lives as moms, nurturers, care givers, volunteers, community members—and CEOs of their households and of their Avon businesses. Our goal was to develop products that would support them and their customers in living healthier, more productive lives.”
The Espira collection includes 11 products categorized into three principles of wellness: Restore, Boost and Glow. Some products will provide quick results, with visible change within the first bottle (30 days). Other products are for every day and focused on vitality, natural energy and better basics to give a strong nutritional foundation.
According to the company, Restore products have ingredients that help create a healthy balance by reducing occasional stress, and enhancing restful sleep. Key ingredients include Sensoril, L-theanine, vitamin B, magnesium, fish oil, and antioxidants from more than 50 fruits and vegetables.
Boost products contain ingredients to help revitalize the body by maintaining a healthy metabolism, clearing out one’s system and controlling hunger. Key ingredients include protein, probiotic, fiber, green tea, cacao and whole coffee fruit.
Glow products help hair, skin and nails look their best by protecting you from daily damage and restoring cells while you sleep. Key ingredients include antioxidants, biotin, vitamin C and collagen peptides.
Espira by Avon products are available for $12-35 each.
“The Espira line is an easy solution for men and women searching for better sleep, boosted energy, and overall better nutritional support,” explained Ashley Koff, registered dietitian and consulting nutritionist for Avon. “Espira supplements are a naturally sourced option made with the highest quality ingredients to help promote a healthy lifestyle.”
According to Avon, about 70% of adult Americans currently use at least one supplement product to help support their overall health.