Avon revamps website

As part of its digital strategy, Avon has revamped its website.



"The Avon representative and her social circles have been the core of our business for more than 125 years," says Matt Harker, VP, Avon North America marketing. "The new site and a recently launched social media center help to forge strong connections between the representative and her consumers. We are giving her the tools, training and incentives to be a successful multichannel social seller."

With this new website launch, representatives will have the tools required to enhance their reach, productivity and earnings, the company said. To complement the traditional face-to-face selling approach, representatives now have the option to sell through their own personalized eStores. This newly redesigned ecommerce platform includes such customizable features as blogs, special offers, select product highlights and videos. Representatives also have access to an email marketing program and social media suite featuring valuable beauty content that can be easily shared with their customers.



The new site experience will improve access to the brand, whether a consumer prefers to shop through their representative's eStore, or directly through Avon.com. The website aims to make the shopping experience fast and easy, Avon said, by adding a "Find a Representative" locator, and enabling sign-in via Facebook. To help educate and engage consumers, the new site provides rich content, tips from Avon experts, how-to videos, a virtual makeover tool and ratings and reviews.



The launch will be promoted through a multipronged digital media campaign, developed in collaboration with digital media agency iCrossing. The campaign is an extension of the Avon You Make It Beautiful campaign, and focuses on how consumers interact with the brand. The campaign will feature the launch of Anew Vitale, as well as a content series featuring young women who personify the Avon brand.