Tag: Avon

Manila, Philippines – Global beauty brand Avon in the Philippines has recently tapped Emmanuel Cruz as its new head of omnichannel. Cruz recently came from Mondelez International, where he was the e-commerce lead for the Philippines.

Aside from Mondelez International, he also previously held e-commerce leadership positions at Wyeth and Bayer, where he aided in improving the omnichannel strategies for these companies, and brick-and-mortar onboarding, digital paid media, social commerce, and performance.

In an exclusive interview with MARKETECH APAC, Emmanuel shares that he will help accelerate Avon’s online and offline retail expansion locally. 

“As we all know, Avon’s legacy has always been on relationship selling, and this entry into retail is a milestone as we make our loved Avon products more accessible to more consumers anytime and anywhere in the country,” he stated.

Creating strategies from the ground up

When asked what specific omnichannel strategies he looks forward to implementing, Emmanuel shares that he wants to create different consumer experiences in their offline and online verticals.

“In any omnichannel strategy, the shopper is always at its core. With this in mind, I’m excited to create a differentiated and meaningful offline and online experience for Avon shoppers with the right products at the right platform,”

At its core, Avon has been about direct selling to customers in real life. Its Avon sales representatives are well-known in the country for offering the latest from the company across multiple product categories, such as cosmetics, skincare, perfume, and personal care products. 

With this in mind, his statement reflects the company’s ongoing commitment to enhancing its offerings across multiple channels, as Avon continues to advance its strategic initiatives while delivering the personalised beauty experience that customers know and love.

Nonetheless, Emmanuel is determined to push through, given his past leadership experiences.

“As what I always impart to my team: First, be agile. Second, test and learn. Third, learn and scale up. Building the e-commerce businesses for Bayer, Wyeth and Mondelez from the ground up taught me these three values I carry with my new role today,” he said.

Navigating omnichannel challenges and opportunities

For Emmanuel, the biggest challenges involve both their competitors and the type of selling being done. “Competitors (both local and global brands) are becoming even tougher with pipeline innovations, campaigns and digital marketing strategies. [Moreover], platforms online [are] ever-so evolving and fast-paced. [Lastly] shoppers [are] becoming more demanding and mindful of purchases,” he stated.

Given this wide array of challenges, he then states that the opportunities for Avon lie ahead in the relationship between offline and online channels. Given that shoppers are browsing online and offline, they can be converted from online to offline as well.

This also explains why Avon in the Philippines has expanded its reach by allowing its sales representatives to go live on TikTok for greater reach while expanding its offline retail network.

A good example of this expansion is Avon’s partnership with Watsons, which kicked off with the brand’s presence in Watsons’ 500 local stores in October 2024.

“Through Watsons, we’re bringing Avon closer to customers who may not have had the chance to experience our products before. Whether you’re looking for your favourite skincare, makeup, body and toiletries, or fragrances, you’ll now find them in Watsons stores nationwide,” he said.

Emmanuel also highlighted how this partnership was a win for its representatives, stating, “This partnership is also a win for our Avon Representatives. By increasing brand visibility and accessibility, we are helping our Reps reach new customers and grow their businesses. We are committed to supporting them as they continue to be the heart and soul of our brand. We invite everyone to visit Watsons and discover the Avon products you love, now even more accessible to you.”

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An effective omnichannel strategy is crucial for augmenting direct sales by seamlessly integrating online and offline touchpoints to create a cohesive customer experience. By meeting shoppers wherever they are—whether through digital platforms, in-store visits, or personalised consultations—brands can build stronger relationships, drive higher engagement, and boost conversions. With Emmanuel on board, Avon aims to improve its standing in the Phillippine market and reach more offline and online customers.

Manila, Philippines – To put greater focus on sharing voice and insights from women, global cosmetics company Avon has launched a new campaign that allows women to share their stories, struggles, and successes in their everyday actions.

Called the ‘Avon Watch Me Now’, the campaign is an online gallery hosted at watchmenow.avon.com that features a host of stories reflecting the different experiences of women across the world. These stories range from juggling motherhood and career, to surviving adversities like breast cancer, to overcoming the trauma of domestic violence. 

Included in the campaign is Avon’s commitment to donate US$1 for every story shared in the online gallery to charities that support women to help create a better world for women, which equates to a better world for all. 

“Avon’s mission for this gallery is to create a space where women can speak up, share their stories, and celebrate their achievements. It will collate authentic stories from around the world, showing that women are strong, courageous, and powerful—and should never be underestimated,” said Razvan Diratian, general manager at Avon Philippines.

In addition, the campaign has commissioned research on gathering insights on how women feel generally during these times, and found out that 41% of women have lost confidence as a result of lockdown restrictions, but that hearing everyday, relatable stories and sharing experiences with others helps these same women find strength. 

According to Angela Cretu, CEO at Avon, their research found that 92% of women have felt increased pressure during the pandemic due to various factors such as being unable to see loved ones in person (49%), financial stresses (47%), job security (29%), and homeschooling (24%).

In addition, they also found that half of women (52%) admit they have felt less connected, resulting in feelings of anxiety (44%), isolation (42%), lack of motivation (34%), and self-doubt (20%).

“Despite over half (57%) turning to online platforms to feel connected with their peers, over a quarter (28%) of women admit they feel judged when sharing their own struggles on social media sites, (27%) don’t believe anyone would be interested to hear their story and 40% don’t like to talk about themselves,” Cretu stated.

She added, “Nearly a third say these connections help them overcome challenges (32%) and for over a third (36%), it decreases feelings of anxiety or reduces self-doubt.”

The online archive is the latest in Avon’s long history of supporting causes for women. The company started 135 years ago by fighting for women’s right to work and has since expanded its advocacy to tackle issues such as breast cancer, domestic violence, women’s education, and now gender equality in the media.