Last month , cosmetics company Avon, known for its army of sales representatives, launched on Amazon in a bid to accelerate its omnichannel strategy. Hoping to attract a broader customer base who “wish to enjoy aspirational beauty products at irresistible value”, Avon believes now is “the perfect time” to launch 300 beauty and skincare products on the ecommerce marketplace , with more planned later this year. “It’s an opportunity for us to bring products to a wider customer base who wish to enjoy premium products at affordable prices, especially during the cost-of-living crisis,” Avon managing director of Western Europe and chief marketing officer, Kristof Neirynck tells InternetRetailing. Click here to sign up for our newsletter On Avon’s digital transformation Overseeing Avon’s global marketing strategy across all its markets and being responsible for reigniting its brand to drive business growth, Neirynck claims the cosmetics company is making “huge progress” in its digital transformation. In partnership with Wunderman Thompson UK, the cosmetics business created a new brand identity, which celebrates women who are “living out their full potential”. “In the past, we have done logo changes, small cosmetic touches but nothing at this scale with this level of investment behind it. […]
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