ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Avon ladies need to become influencers to save the brand.

Avon ladies need to become influencers to save the brand. The 134-year-old beauty company has been struggling for some time, and has been “late to embrace” e-retail, with representatives still relying on door-to-door visits and brochures. Now new owner Natura has a plan to save the company: Turning their five million “Avon ladies” into influencers who will promote products on social media, mobile apps, and retail locations in hopes of modernizing the brand and reaching younger consumers. YPulse has found that 46% of young females have tried a new beauty or personal care item after learning about it from an online celebrity. (WSJ)