TOP AGENT Avon Philippines head of gross sales Filipe Chamusca De Moura (left) and normal supervisor Vanee Gosiengfiao give Premier League award to Avon consultant Marife Terrenal-Centeno.
As a baby within the Nineties, Marife Terrenal-Centeno witnessed how her mom bought Avon merchandise to assist elevate 4 youngsters.
“Rising up, I noticed firsthand how Avon gave my mother and father the flexibleness they wanted to lift 4 youngsters whereas offering for either side of our prolonged household,” she says.
“They have been as soon as manufacturing facility employees, [who] have been capable of construct a profitable enterprise, buy property and vehicles and most significantly, ship us to high school so we may pursue our personal goals,” she recounts.
Now 36 and herself a working mom, Centeno has grow to be an Avon consultant like her mom since 2016.
Being an Avon consultant, Centeno says, has likewise given her extra freedom to get pleasure from a thriving profession whereas nurturing her rising household. She provides that the wonder firm has given her “countless alternatives for monetary development.”
Strengthening customer-centric relationships by means of technological innovation empowered Avon to scale new heights whereas pitching magnificence with a goal.
Beginning out as a perfumery enterprise in 1886, Avon founder David H. McConnell arrange a “radical enterprise mannequin” that harnesses the ability of neighborhood, enabling hundreds of thousands of girls to earn a residing.
The wonder model arrived within the nation greater than 40 years in the past with empowerment on the coronary heart of its enterprise by means of purpose-driven entrepreneurship. By offering sustainable livelihood, it turned a driving drive for Filipino girls to realize monetary independence.
From direct to on-line promoting
Whereas the corporate grew exponentially from a enterprise mannequin that bought on to its clients, Avon is now enhanced by a number of digital instruments utilized by its representatives to raised join with their market.
Centeno, who now runs a boutique store at her residence in Tanuan, Batangas, makes use of know-how to broaden her buyer base.
“Within the morning, after making ready my eldest for college, I can attain out to my clients on-line and ask for his or her orders. I may share the web brochure for them to browse. As soon as I’ve their orders, I ahead [the orders] to allow them to be processed on the Avon department for me to select up within the afternoon,” she recounts.
At evening, she begins a livestreaming session on Fb to introduce Avon’s new merchandise and promos to her viewers.
Vanee Gosiengfiao, normal supervisor of Avon Philippines, says the worldwide magnificence powerhouse continues to reinvent itself whereas staying true to “providing aspirational magnificence at irresistible worth, whereas empowering girls to earn on their very own phrases.”
Gosiengfiao, who can also be a working mother, believes that this reinvention is the invisible hand that strikes Avon ahead.
“The shifts in shopper habits and the rise of digital usually are not roadblocks—they’re invites to adapt and meet clients the place they’re,” she says.
“We’ve embraced digitalization and an omnichannel technique to fulfill clients wherever they’re—by means of representatives, on-line platforms, or retail. We’ve geared up our representatives with digital brochures and social promoting instruments. This helps them attain extra folks and develop their enterprise in thrilling methods,” she additional explains.
Vanee Gosiengfiao —CONTRIBUTED PHOTOS
In-person interactions nonetheless significant
But Gosiengfiao continues to be betting massive on the relevance of direct promoting regardless of the expansion of e-commerce. Creating significant interactions by means of private consideration, giving trusted recommendation and forming genuine connections will at all times maintain worth to successfully promote a product, she says.
The standard means of promoting additionally has its personal specific energy. In keeping with Centeno, Avon’s strongest go well with is establishing a one-to-one relationship with its clients.
“We don’t simply cease at promoting merchandise; we take the time to get to know our clients. Door-to-door promoting additionally means sooner transactions since you have already got the merchandise, so there’s no ready for transport and transportation,” she provides.
Whereas innovation leads the way in which, the wonder model focuses on small particulars that consumers respect, comparable to private connection and comfort.
“That’s why we proceed to put money into innovation … and evolve how we present up—whether or not by means of a consultant, on-line, or now by means of our rising presence in Watsons,” Gosiengfiao provides.
Impartial representatives, Gosiengfiao says, stay on the core of Avon’s enterprise. Avon Worldwide has over 2 million representatives throughout the globe.
To be their very own boss, the model offers them complete coaching in promoting, social media and management. They’re additionally given entry to digital platforms, mentorship and a supportive firm, permitting them to earn and study.
Though a giant chunk of its representatives are principally girls, Avon advocates for inclusivity and is open to all, no matter how they determine.
“We proceed to welcome everybody into the enterprise who sees worth in our mission and incomes potential,” she provides.
Omnichannel technique
Shifting ahead, Gosiengfiao’s purpose is to strengthen Avon’s popularity because the Philippines’ most inclusive and trusted magnificence model.
“Over the following decade, we plan to deepen and additional evolve our omnichannel presence, improve the digital expertise for representatives and customers, and broaden our purpose-led initiatives and advocacy work, persevering with to ask all to embrace their energy,” she provides.
For her half, Centeno now holds the standing of a diamond consultant—the best step in Avon’s success ladder. For her, Avon is greater than a magnificence firm; it’s a relationship-selling firm that banks on robust interpersonal connection.
“Once they really feel happy, I really feel the identical sense of satisfaction and happiness. I’m pleased when my clients are pleased. Typically, the earnings are only a bonus as a result of your clients usually grow to be your pals,” Centeno provides.
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For Gosiengfiao, Avon has taught her an vital life lesson: “Magnificence is about impression. It’s about lifting folks up, constructing real relationships and championing resilience. When goal is matched with neighborhood, one thing unbelievable occurs—we empower people, encourage change and uplift complete communities. That’s the sort of magnificence that stays with you.”