Avon 2009 Annual Report Download - page 5

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Launching the Most Massive Recruiting
Campaign in Avon’s History
Active Representative growth is a leading indicator of future revenue growth,
so the cornerstone of our recession playbook was the launch of the most
massive recruiting campaign in Avon’s history. As jobs were being lost by the
millions across the globe, our goal was to proudly present the power of Avon’s
Earning Opportunity the largest economic engine for women on earth. Avon
Representatives collectively earn an estimated $6 billion each year. Women use
their Avon earnings to support their family, pay the mortgage, put their children
through school, fund their retirement or simply to afford the extra luxuries that
can make life more rewarding.
To tell our story, we doubled our investment in recruiting advertising, more than
doubled the number of countries where we ran these recruiting ads and tapped
real Representatives from around the world to be featured in the campaign. We
participated in opportunity fairs and took our campaign online with targeted
digital advertising to ensure that anyone searching for an earnings opportunity
would hear about Avon. In addition, we mounted the largest public relations
campaign in our history, working with journalists around the world to profile
successful Avon Representatives in magazines and newspapers, on television,
on the radio and online.
All these efforts paid off in attracting a record number of new Representatives to
Avon. This in turn resulted in 9% active Representative growth for the full year
the highest growth rate in five years with gains climbing to the double digits in
the second through fourth quarters as our recruiting efforts took hold. Importantly,
active Representatives grew in each of our six commercial business units.
Attracting New Customers With Smart
Value Products
In addition to attracting new Representatives, we also reached out to our
hundreds of millions of consumers across the globe with clear messages in our
brochure about our “smart value” products. Avon has served women for almost
125 years with an unyielding commitment to world-class products at prices that
reflect our belief that beauty should be affordable and accessible to everyone.
We have always offered beauty products in a range of price tiers to meet a variety
of consumer needs. However, when the economic crisis set in, we moved rapidly
to reset our store, ensuring we flowed an appropriate number of units in the under
$5 value tier, while continuing to protect our mass and masstige offerings. We
introduced Beauty on a Budgetyers and sections within our brochure, supported
by special offers highlighting Avon’s unique value. We also featured creative
executions promoting the ease and convenience of our shopping experience.
2009 Annual Report
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