TOP AGENT Avon Philippines head of gross sales Filipe Chamusca De Moura (left) and basic 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 kids.
“Rising up, I noticed firsthand how Avon gave my dad and mom the flexibleness they wanted to boost 4 kids whereas offering for either side of our prolonged household,” she says.
“They had been as soon as manufacturing unit employees, [who] had been capable of construct a profitable enterprise, buy property and vehicles and most significantly, ship us to high school so we might 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 sweetness firm has given her “limitless alternatives for monetary development.”
Strengthening customer-centric relationships via technological innovation empowered Avon to scale new heights whereas pitching magnificence with a function.
Beginning out as a perfumery enterprise in 1886, Avon founder David H. McConnell arrange a “radical enterprise mannequin” that harnesses the facility of group, enabling tens of millions 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 via purpose-driven entrepreneurship. By offering sustainable livelihood, it turned a driving pressure for Filipino ladies to achieve monetary independence.
From direct to on-line promoting
Whereas the corporate grew exponentially from a enterprise mannequin that bought on to its prospects, 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 expertise to increase her buyer base.
“Within the morning, after getting ready my eldest for varsity, I can attain out to my prospects on-line and ask for his or her orders. I may also 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 choose 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, basic 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 ladies to earn on their very own phrases.”
Gosiengfiao, who can be a working mother, believes that this reinvention is the invisible hand that strikes Avon ahead.
“The shifts in client conduct and the rise of digital are usually not roadblocks—they’re invites to adapt and meet prospects the place they’re,” she says.
“We’ve embraced digitalization and an omnichannel technique to satisfy prospects wherever they’re—via representatives, on-line platforms, or retail. We’ve geared up our representatives with digital brochures and social promoting instruments. This helps them attain extra individuals and develop their enterprise in thrilling methods,” she additional explains.
Vanee Gosiengfiao —CONTRIBUTED PHOTOS
In-person interactions nonetheless significant
But Gosiengfiao remains to be betting large on the relevance of direct promoting regardless of the expansion of e-commerce. Creating significant interactions via private consideration, giving trusted recommendation and forming genuine connections will all the time maintain worth to successfully promote a product, she says.
The standard approach 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 prospects.
“We don’t simply cease at promoting merchandise; we take the time to get to know our prospects. Door-to-door promoting additionally means sooner transactions since you have already got the merchandise, so there’s no ready for delivery and transportation,” she provides.
Whereas innovation leads the best way, the sweetness model focuses on small particulars that customers admire, similar to private connection and comfort.
“That’s why we proceed to spend money on innovation … and evolve how we present up—whether or not via a consultant, on-line, or now via our rising presence in Watsons,” Gosiengfiao provides.
Unbiased 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 an enormous chunk of its representatives are largely ladies, Avon advocates for inclusivity and is open to all, no matter how they establish.
“We proceed to welcome everybody into the enterprise who sees worth in our mission and incomes potential,” she provides.
Omnichannel technique
Transferring ahead, Gosiengfiao’s purpose is to strengthen Avon’s fame 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 shoppers, and increase 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 sturdy interpersonal connection.
“After they really feel happy, I really feel the identical sense of satisfaction and happiness. I’m joyful when my prospects are joyful. Generally, the earnings are only a bonus as a result of your prospects usually grow to be your folks,” Centeno provides.
Your subscription couldn’t be saved. Please attempt once more.
Your subscription has been profitable.
For Gosiengfiao, Avon has taught her an vital life lesson: “Magnificence is about impression. It’s about lifting individuals up, constructing real relationships and championing resilience. When function is matched with group, one thing unimaginable occurs—we empower people, encourage change and uplift complete communities. That’s the form of magnificence that stays with you.”
