For over a century Avon has been bringing beauty products to the doors of women around the world and nowhere are they more successful than in Cyprus
Ding Dong Avon Calling has to be one of the advertising slogans that defined the 1960s and ’70s. I may not remember those times myself, but what is vivid in my memory is the time I realised I was in great need of different kinds of products for both my face and body. I could feel the lines, irritations and dryness. Friends and family urged me to start using some beauty products that would make me feel better and help my skin. So after careful consideration, I realised I had to look for a moisturiser, a toner and a face cream plus other products for my body. But what is more irritating and annoying than walking around in one of those stores where you are swamped by beauty products and have no idea what the sales women are making you buy?
If you are anything like me and know you are in need of some kind of beauty product but don’t want to fall into a marketing trap and buy a £50 eye cream, then read on.
There is actually a way to study carefully what you are in need of and what each product offers in the privacy of your own home. Avon works, and has worked for years, in a very special way: direct selling, which basically means that you are given a catalogue by a representative of the company and you can take your pick, order and have the products delivered within two days. “Avon has been working like this ever since the company was established in 1890,” explained Stelios Taki, managing director of Avon Cyprus, “and for Cyprus, in particular as a country, this way is very important and successful.” Women in Cyprus have been much more open to direct selling as the distances are smaller, the weather is better and we all know that Cypriot families are very big. “Just through one representative who has a large circle of friends, many products are ordered,” said Taki, “and due to the fact that Cyprus is a small island with good weather it means that our representatives are out there and can serve customers whenever and wherever.”
And this is obviously the reason that Cyprus has repeatedly been the number one top seller of Avon products in the world. “We have been awarded with first prize continuously for the last six years,” explained Taki, “and this is because we are loyal to our customers and we can serve them quite easily.”
At this moment, there are 1,800 representatives in Cyprus and the number is growing everyday. So, with each one of these girls showing an Avon catalogues to at least three women in house they visit, it’s small wonder that we are number one. But can anyone be a representative? “Of course they can,” said Taki. “All of our catalogues describe each product in detail, so that women can understand fully what they are buying.”
However, there are area mangers in each town in Cyprus who are in charge of representatives in their specific area, so it’s their job to find more representatives as well as to make sure more products are sold. “Although anyone can be a representative,” said Taki, “we still train certain ones about each product.”
Another great factor that seems to have made Avon so popular among women in Cyprus is its marketing strategy. If you’ve ever seen an Avon catalogue then you know what I’m talking about, but for those of you who are interested in learning more, here’s what. Avon puts out 14 catalogues a year, meaning there is a new one every 26 days and in each one of those catalogues, there’s always a present or a special offer. I remember I got a make-up case for free after ordering a certain amount of products that didn’t even exceed £20.
Each year, all the products Avon has in its catalogues pass through offers, according to the season or what women may need. “For summer, we have a lot of sun-block creams and body lotions on offer; in spring we have many cellulite treatments and so on,” explained Taki. And anyone who might be thinking that the offers include whatever has been in stock for a while, is in the wrong because Taki explained that at Avon they work eight months ahead of schedule. “Now, we are working on the catalogues which will be coming out in October,” he said.
Avon has everything, and I mean everything (well almost), a woman could need. With fragrances, products for personal care, skin care and make-up products, Avon has managed to become the best friend of women around the world. Everything began in America and now the products famous for their value for money and personal service, are serving women of all classes and all generations. So, make some space in your bathroom cabinet for a face scrub, a day and night face cream, a red lipstick, a nice warm red coloured nail varnish, an eye cream, a fragranced body cream. Believe me, I could go on forever!
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