Avon is about to open physical stores in the UK for the first time.
The multinational cosmetics company has relied on a horde of door-to-door sales representatives for many years in order to personally display its products.
However, the Covid epidemic has expedited the move to internet shopping.
The 137-year-old business is now changing course and incorporating physical stores into its toolkit of sales strategies.
It will open stores in Brazil and South Africa in addition to the UK. In Turkey, it already has 63 outlets.
Where is Avon opening stores in the UK?
The UK locations, which are anticipated to debut in the next two months, will be "mini beauty boutiques" featuring a selection from Avon's collection and will be situated in "neighbourhood communities" as opposed to conventional High Streets, according to worldwide chief executive of Avon International Angela Cretu.
The quantity and locations of the new stores have not yet been confirmed by Avon.
Additionally, starting on November 27, Avon will extend its partnership with Superdrug, through which it has been selling its products online and in 100 of its stores since September, to the remainder of its network.
Cretu described the company's entry into physical retail in the UK as "an exciting new chapter". The company had to reevaluate its approach when its representatives were unable to conduct door-to-door sales because of the Covid-19 lockdowns.
“Women like to touch and experience the product and have that joy of seeing all the colours available.”
“Many customers go to the stores for an opportunity to try many of the products, or simply to enjoy a pamper experience with a beauty adviser.
“We want to be as inclusive as possible. We want to give women the opportunity to open a business, especially in areas where it is not so easy for them to launch a startup.”
