Cosmetics direct selling firm targets millennials

CEBU, Philippines — To sustain its leadership in beauty and fashion direct selling, Avon Cosmetics, Inc., is going after the thick millennial market by introducing products that suit this generation's preferences.

In an interview with Avon Philippines general manager Razvan Diratian, he announced that the younger generation of customers will be pampered by Avon. The company is continuously doing its research and development and product innovations to quench the different fashion and beauty preferences of millennials.

"Millennials are close to Avon," said the new Romanian Avon Philippines top executive.

Avon has been in the  forefront of providing financial opportunities for women across ages and financial status in the Philippines for 40 years. Diratian said Avon sellers start from 18 years old onwards.

Although Avon has been able to carve its name as household brand in fashion and beauty for 40 years, it is also important for Avon to respond to the new dynamics of the market, and younger market which are influential needs to be given serious attention.

The Philippines is the fourth largest market for Avon's growing US$6 billion global business. It is the top performer in the Asia Pacific region.

"In 2018, our customers can continue to expect the best products and innovations from beauty, personal care, intimate apparel, and even our Beauty Boutique and Home [BBH] categories like fashion and homeware," said Diratian.

Diratian was in Cebu Wednesday to visit the fast growing business in Cebu.

Avon's business in the Philippines is mainly driven by its makeup, color and fragrance categories, as well as body lotions and hair care.

Diratian joined Avon Philippines in August last year after holding position as general manager in Avon Romania and Moldova for eight years.

Avon, a US company has been in the direct selling business for 130 years, with operations in close to 60 countries.