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Avon Case Study: Embracing New Opportunities in the Cosmetics Market
Datamonitor, Dec 2006, Pages: 7
OUR VIEW
CATALYST
SUMMARY
ANALYSIS
Introduction
Avon invests in a new R&D center to be at the forefront of innovation, particularly in anti-age products
Avon invests $100m in new R&D center
Anti-aging products are a key growth area
Avon reviews advertising strategies to compete more effectively with its rivals
Advertising budget to double by 2008
New advertising will focus on creating an emotional connection
Avon is embracing new sales techniques
Internet operations are due to expand abroad
Avon seeks out male customers
Avon seeks opportunities in emerging markets
China lifts direct sales ban creating renewed growth for Avon
India is also high priority for Avon growth
Despite small per capita spend, emerging markets create opportunities via growing populations in key consumer groups
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
List of Tables
Table 1: Key features of Avon R&D center
List of Figures
Figure 1: Avon used to rely on retail store sales only in China, a position which changed with the lifting of the direct sales ban in March 2006
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