Avon owes positive growth to sales reps' innovativeness

CEBU, Philippines - The double-digit sales growth achieved by Avon Cosmetics Inc., amid the global financial crisis, is a manifestation of the innovativeness of the Filipinos in dealing with the crisis.

Avon Cosmetics Inc. director for operations Enrico Garcia said sales growth of Avon means that its more than 600, 000 representatives in the country are performing well and are able to sell products despite the difficult times.

He said Avon, the “company for women,” always attributes its success to its representatives, which is 97 percent composed of women.

“We (Avon) attribute our success to our representatives; and they are able to succeed because of their work ethics and their belief that they can achieve their dreams. Avon believes that there is still a lot of Filipinos to benefit from the Avon business,”

Garcia said on the sidelines of the Lakbay Hanapbuhay nationwide campaign, a one-day certificate course in direct selling and networking marketing conducted by the Direct Selling Association of the Philippines.

Avon is currently converting all its 169 distribution branches or pick-up centers nationwide into a department store-like look to “go with the trend.” The new look of Avon’s branches started off at the Capitol, Cebu branch.

“We will convert as many as we can this year,” Garcia said, adding that Avon will put up new branches next year. Aside from the fixed branches, Avon is also contemplating and conducting a feasibility study on putting up “mobile branches,” especially in remote areas to make the company more accessible and to keep up with the competition.

He said Avon is not just competing with direct selling companies that sells the same products, but with retail stores as well.

Avon sells mostly beauty products. It however also carries apparel items by tying-up with manufacturers such as Fila and Reebok. Avon has a manufacturing plant in Manila, where it produces some of the company’s beauty products. The plant also exports 20 percent of its produce to Malaysia and Thailand, among others.