Avon Products, Inc. or simply known as Avon, is an American-British multinational

cosmetics Cosmetics are constituted mixtures of chemical compounds derived from either natural sources, or synthetically created ones. Cosmetics have various purposes. Those designed for personal care and skin care can be used to cleanse or protect ...

skin care Skin care is a range of practices that support skin integrity, enhance its appearance, and relieve skin conditions. They can include nutrition, avoidance of excessive sun exposure, and appropriate use of emollients. Practices that enhance appea ...

fragrance An aroma compound, also known as an odorant, aroma, fragrance or flavoring, is a chemical compound that has a smell or odor. For an individual chemical or class of chemical compounds to impart a smell or fragrance, it must be sufficiently ...

and personal care company, based in

London London is the capital and List of urban areas in the United Kingdom, largest city of England and the United Kingdom, with a population of just under 9 million. It stands on the River Thames in south-east England at the head of a estuary dow ...

. It sells directly to the public. Avon had annual sales of $9.1 billion worldwide in 2020. It is the fourteenth-largest beauty company and, with 6.4 million representatives, is the second largest

direct-selling Direct selling consists of single-level marketing (in which a direct seller makes money by buying products from a parent organization and selling them directly to customers) and multi-level marketing (in which the direct seller may earn money f ...

enterprise in the world (after

Amway Amway (short for "American Way") is an American multi-level marketing (MLM) company that sells health, beauty, and home care products. The company was founded in 1959 by Jay Van Andel and Richard DeVos and is based in Ada, Michigan. Amway and it ...

). The company's CEO is Angela Cretu, who was appointed to the position in January 2020. In May 2019, the multinational company Natura & Co announced its intent to acquire Avon; the deal closed in January 2020. Following the merger, existing Natura shareholders held 73% of the combined company, Natura Holding S.A., with former Avon shareholders owning 27%. At merger completion, Avon became a privately held company, common stock was removed from the

NYSE The New York Stock Exchange (NYSE, nicknamed "The Big Board") is an American stock exchange in the Financial District of Lower Manhattan in New York City. It is by far the world's largest stock exchange by market capitalization of its liste ...

trading.

History

Avon's founder,

David H. McConnell David Hall McConnell Sr. (July 18, 1858 – January 20, 1937) was an American businessman who was the founder and president of the "California Perfume Company", which then became Avon Products. Early life David Hall McConnell was born in Oswego, ...

, initially sold books as a door-to-door salesman to New York homes. In September 1886, he decided to sell perfumes rather than books. He started the new business in a small office at 126 Chambers Street, Manhattan, New York. McConnell changed the company name in 1892. His business partner suggested calling it the "California Perfume Company." His business partner was living in California at the time and suggested the name because of the abundance of flowers in California. In May 1894, Alexander D. Henderson joined the company, became vice-president and treasurer, and helped shape its policies and assist in its growth. In 1897 they built a laboratory in

Suffern, New York Suffern is a village that was incorporated in 1796 in the town of Ramapo in Rockland County, New York. Suffern is located 31 miles northwest of Manhattan. As of the 2010 census, Suffern's population was 10,723. On May 3, 1909, the California Perfume Company corporate office moved to 31 Park Place, New York. On June 16, 1909, McConnell and Henderson signed an agreement of Incorporation for the California Perfume Company in the state of New Jersey. On January 28, 1916, the California Perfume Company was incorporated in the state of New York. McConnell, Henderson, and William Scheele were listed as company officials. On October 6, 1939, the

California Perfume Company Avon Products, Inc. or simply known as Avon, is an American-British multinational cosmetics, skin care, fragrance and personal care company, based in London. It sells directly to the public. Avon had annual sales of $9.1 billion worldwide in 202 ...

changed its name to Avon Products Inc, after the birthplace of McConnell’s favorite playwright,

William Shakespeare William Shakespeare ( 26 April 1564 – 23 April 1616) was an English playwright, poet and actor. He is widely regarded as the greatest writer in the English language and the world's pre-eminent dramatist. He is often called England's nation ...

( Stratford-upon-Avon). The "California Perfume Company, Inc." of New York filed its first

trademark A trademark (also written trade mark or trade-mark) is a type of intellectual property consisting of a recognizable sign, design, or expression that identifies products or services from a particular source and distinguishes them from othe ...

application for Avon on June 3, 1932, with the

USPTO The United States Patent and Trademark Office (USPTO) is an agency in the U.S. Department of Commerce that serves as the national patent office and trademark registration authority for the United States. The USPTO's headquarters are in Alexa ...

. Part of the description for goods and services provided to the USPTO included "

perfume Perfume (, ; french: parfum) is a mixture of fragrant essential oils or aroma compounds (fragrances), fixatives and solvents, usually in liquid form, used to give the human body, animals, food, objects, and living-spaces an agreeable scent. Th ...

s, toilet waters,

powder A powder is a dry, bulk solid composed of many very fine particles that may flow freely when shaken or tilted. Powders are a special sub-class of granular materials, although the terms ''powder'' and '' granular'' are sometimes used to distin ...

and

rouge Rouge is the French word for "red" and may refer to: Compounds * Rouge (cosmetics), a cosmetic used to color the cheeks and emphasize the cheekbones * Jeweler's rouge or iron(III) oxide * Rouging, a form of corrosion applicable to stainless ...

compacts,

lipstick Lipstick is a cosmetic product used to apply coloration and texture to lips, often made of wax and oil. Different pigments are used to produce color, and minerals such as silica may be used to provide texture. The use of lipstick dates back t ...

s", and other

toiletry Personal care or toiletries are consumer products used in personal hygiene, personal grooming or for beautification. Products Personal care includes products as diverse as cleansing pads, colognes, cotton swabs, cotton pads, deodorant, eye lin ...

products. First use and commercial use for ''Avon'' by the California Perfume Company was on September 1, 1929. Registration was granted on August 30, 1932.

International expansion

Avon sells products in over 100 countries. Brazil is the company's largest market, passing the United States in 2010. Avon entered the Chinese market in 1990.

Direct selling Direct selling consists of single-level marketing (in which a direct seller makes money by buying products from a parent organization and selling them directly to customers) and multi-level marketing (in which the direct seller may earn money ...

was outlawed in China in 1998, which forced Avon to sell only through physical stores called Beauty Boutiques. The ban was lifted in 2001, and the company received a license for direct selling in 2006. 88% of Avon's 2013 revenue (around $10 billion) came from overseas markets.

Mergers and acquisitions

Avon purchased Silpada, a direct seller of silver jewelry, in 2010 for $650 million. In May 2012, perfume company

Coty, Inc. Coty Inc. is an American-French multinational beauty company founded in 1904 by François Coty. With its subsidiaries, it develops, manufactures, markets, and distributes fragrances, cosmetics, skin care, nail care, and both professional and re ...

offered $24.75 a share for Avon, which was nearly 20 percent above Avon's stock price at the time. While

Fox Business Network Fox Business (officially known as Fox Business Network, or FBN) is an American business news channel and website publication owned by the Fox News Media division of Fox Corporation. The channel broadcasts primarily from studios at 1211 Avenu ...

reported that Avon delayed the process and Coty withdrew its offer, earlier reports said that Avon rejected the bid, stating "At the time, the board concluded, and it still believes, that Coty's indication of interest is opportunistic and not in the best interest of Avon's shareholders." In March 2016,

Cerberus Capital Management Cerberus Capital Management, L.P. is an American private equity firm,Leaders Magazine"Providing Economic Opportunity: An Interview with The Honorable Dan Quayle, Chairman, Cerberus Global Investments, LLC". specializing in distressed investing. ...

paid $435 million in cash for preferred stock in Avon Products. This move was the conclusion of a deal initiated in December 2015, when Avon sold 80.1 percent of its North American Business to Cerberus for $170 million. The total value of the deal was $605 million. The investment resulted in Cerberus having an almost 17 percent stake in Avon Products. In January 2020, Natura &Co closed the acquisition of Avon Products, Inc. The Natura &Co group also includes Natura,

Aesop Aesop ( or ; , ; c. 620–564 BCE) was a Greek fabulist and storyteller credited with a number of fables now collectively known as ''Aesop's Fables''. Although his existence remains unclear and no writings by him survive, numerous tales c ...

, and

The Body Shop The Body Shop International Limited, trading as The Body Shop, is a British cosmetics, skin care and perfume company. Founded in 1976 by Anita Roddick, the company currently has a range of 1,000 products sold in about 3,000 stores, divided ...

, and with the acquisition of Avon has created the world's fourth-largest pure-play beauty company.

Recent history

In 2014, Avon's global sales had fallen for five straight years, and its North American revenues fell 18% that year. In 2016, Avon completed the separation of its United States, Canada, and Puerto Rico business as ''New Avon LLC'', which also trades with the "Avon" name. As part of a three-year plan, the global Avon Products moved its headquarters to London in the United Kingdom. In August 2019, New Avon LLC, the privately held North American company that split from Avon Products, Inc. (Avon Worldwide) in 2016 entered into a definitive agreement with South Korean consumer goods giant LG Household & Health Care, Ltd., which will purchase the direct-selling cosmetics business for $125 million in cash. In January 2021, New Avon Company announced its corporate name change to The Avon Company. Jan Zijderveld was appointed the company's CEO in February 2018. The former CEO, Sherilyn S. McCoy, stayed on as an adviser to the Board and to Zijderveld through March 31, 2018. In 2019, the Brazilian beauty company Natura agreed to buy Avon Products for more than $2bn via a share swap, creating the world's fourth-largest beauty company. Under the deal's terms, Natura will hold 76% of the combined business with over $10 billion in annual revenue. In June 2020, a new logo of Avon was released. In September 2020, the company launched a new marketing campaign entitled "Watch Me Now". The campaign included new

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create ...

visuals, including a revised logo. During 2021, Avon had sales operations in 54 countries and territories, and distributed their products in 24 other countries and territories. At December 31, 2021, they had sales operations in 52 countries.

Business model

Avon uses both

door-to-door Door-to-door is a canvassing technique that is generally used for sales, marketing, advertising, evangelism or campaigning, in which the person or persons walk from the door of one house to the door of another, trying to sell or advertise a pro ...

salespeople ("Avon ladies", as well as "Avon men") and brochures to advertise its products. The first Avon lady was Persis Foster Eames Albee. Avon operates training centers for potential representatives. Some Avon training centers have a small retail section with skin care products, such as creams, serums, makeup, and washes. Avon recruits sales representatives who sell beauty products, jewelry, accessories, and clothing. Avon products logo19

Some of the brand-names used by the company include Avon Color (also known as Avon True Color), mark., Imari, Far Away, Sweet Honesty, Little Dress Scents, Avon Fashions, Anew, Avon True NutraEffects, Naturals, Avon Care, Feelin Fresh and Skin So Soft. According to the U.S. government, Avon has 5 million to 6 million sales representatives operating in over 100 countries as of 2014. Avon and its subsidiaries have 40,000 to 50,000 employees, 6,000 of which are in the United States. Avon was an early member of the U.S.

Direct Selling Association The Direct Selling Association (DSA) is a trade association in the United States that represents direct selling companies, primarily those that use multi-level marketing compensation plans. On behalf of its members' companies, the DSA engages in pu ...

, which was founded in 1910. The company left the association in 2014, saying that the trade group was not paying enough attention to the industry as a whole.

Controversy

American corruption charges

Beginning in 2008, the conduct of various employees and executives of Avon were investigated for possible violations of the law, including bribery and violations of the Foreign Corrupt Practices Act. Avon began a probe of its China division after an internal whistleblower alleged bribery in June 2008. At least four executives, both in Asia and in the United States, were suspended in 2010, and later fired for their roles in the activities being investigated. According to ''

The New York Times ''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid d ...

'', Avon spent over $170 million on legal fees and costs related to the investigation: $59 million in 2009 and $95 million in 2010, and $22.5 million for the first quarter of 2011. The final tally was about $500 million. The Times reported that Avon would report the findings to the

United States Department of Justice The United States Department of Justice (DOJ), also known as the Justice Department, is a federal executive department of the United States government tasked with the enforcement of federal law and administration of justice in the United Stat ...

and the Securities and Exchange Commission (SEC) and try to negotiate the penalties that those entities may impose. On February 24, 2011, Avon filed a report with the Securities and Exchange commission highlighting the investigation as a corporate risk factor that could cause investor loss. In 2014, Avon settled the bribery charges for a total of $135 million; $68 million in criminal penalties, with the remainder in interest,

disgorgement Disgorgement is defined by ''Black's Law Dictionary'' as "the act of giving up something (such as profits illegally obtained) on demand or by legal compulsion." Overview Disgorgement is a remedy or penalty used in US securities law. For exampl ...

, and fines from a civil case brought by the SEC.

Animal testing

Avon vowed in 1989 that as a company located in the United States, it would no longer participate in animal testing. Avon has since claimed to be working globally to introduce safer methods of testing cosmetics that do not require animals. These methods include ''

in vitro ''In vitro'' (meaning in glass, or ''in the glass'') studies are performed with microorganisms, cells, or biological molecules outside their normal biological context. Colloquially called " test-tube experiments", these studies in biology ...

'' testing, computer simulations, and testing cosmetics on human volunteers. Although Avon does not practice animal testing of its cosmetics that are sold in the United States, certain specialty products do require extensive testing in other countries. In China, specialty products that require degrees of animal testing include but are not limited to: sunscreen products, whitening/pigmentation products, and hair dye/perm or growth products. Despite laws that require animal testing in some countries, Avon chooses to distribute its products in those jurisdictions. Laws in various countries require companies to pay for animal testing through a commercial business in order to sell certain products in that country. Because Avon is not globally animal-testing free,

People for the Ethical Treatment of Animals People for the Ethical Treatment of Animals (PETA; , stylized as PeTA) is an American animal rights nonprofit organization based in Norfolk, Virginia, and led by Ingrid Newkirk, its international president. PETA reports that PETA entities hav ...

(PETA) has not included Avon on their cruelty-free list. In 2019, Avon ended all regulatory-required animal testing, making it the first global beauty company selling in China to stop all animal testing of ingredients and products across all its brands by developing new ways to deliver products that do not require animal testing, such as reformulating products. PETA has since announced that it has added Avon Products Inc. to their list of companies "Working for Regulatory Change".

Employee Lawsuits

Employee misclassification

More than once, Avon has been sued by employees for misclassifying them as independent contractors. In the 2019 suit Rogel et al. v. Avon Products, Inc. et al., the suit alleges that Avon classified some of its employees as independent contractors. " ese workers were designated by Avon as independent contractors when they should have instead been considered bona fide employees and entitled to the workplace protections afforded to such." Nelson brought Nelson v. Avon Prods., Inc. to court with a class action suit with similar allegations. Previously, Avon faced another class action suit Morrow v. Avon Products, Inc. which was settled for $800,000.

Gender Discrimination

Ruiz brought suit against Avon for discriminating against pregnant employees. Ruiz, et al. v. New Avon LLC, et al. claimed that employees were penalized during and after their pregnancies.

Withdrawal from major markets

In October 2013, Avon announced the closure of its branch in

France France (), officially the French Republic ( ), is a country primarily located in Western Europe. It also comprises of overseas regions and territories in the Americas and the Atlantic, Pacific and Indian Oceans. Its metropolitan area ...

at the end of that month. Its French employees accused it of keeping the workers in the dark for months and not acting in line with the company's publicly stated values of being a socially responsible company that upholds values of trust, respect and integrity and a culture of "open and candid communication." As of January 2014, Avon France was in

receivership In law, receivership is a situation in which an institution or enterprise is held by a receiver—a person "placed in the custodial responsibility for the property of others, including tangible and intangible assets and rights"—especially in c ...

. This was followed by an announcement via

Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Mosk ...

on 15 February 2018, that Avon Australia and New Zealand would close by the end of the year. This decision resulted in the loss of 220 jobs and 21,400 sales representatives. The company has attracted criticism for poor communication with its customers and employees.

References

External links

* {{Authority control Companies formerly listed on the New York Stock Exchange Retail companies established in 1886 Cosmetics brands Retail companies of the United Kingdom Personal selling 1886 establishments in New York (state) Cosmetics companies of the United Kingdom Companies based in London 2020 mergers and acquisitions