Rossmann stores (the largest drugstore chain in Poland with over 1,600 stores) will offer a selected portfolio of Avon’s most popular products. The offer is created for customers who have not yet had the opportunity to try the brand’s cosmetics.
The Rossman network will include products from three categories: facial care, makeup and fragrances, for new consumers to try out. These will include, among others: Anew serum with Protinol™, Hydramatic lipstick with hyaluronic acid moisturizer, Glimmerstick eyeliners, as well as popular fragrances such as Far Away, Attractions and Little Black Dress. The full Avon product portfolio will be available from consultants or at avon.pl.
Avon also invests in franchising
Consultants, of whom there are 146,000 in Poland, will continue to carry out direct sales. However, upon entering the Rossmann drugstore, Avon allows clients and consultants to develop their own businesses by opening a franchise store. In the franchise model, it offers two formats: an island with a lower own contribution and a stationery store with a higher initial investment.
– At Avon, we have always supported the development of entrepreneurship, and now we want our consultants and leaders to develop their businesses and reach new customers. That is why, starting in October, we have given them the opportunity to open their own Avon store or outlet on a franchise basis. The offer is available not only to consultants, but to anyone who wants to run their own beauty business, says Anneli Loorits, General Manager of Avon Cosmetics Polska.
Avon already has more than 70 stores in Turkey and two each in the UK and Romania. The leading format is islands in shopping malls.
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Consultants will still sell cosmetics
As part of the omnichannel strategy, the brand’s online store has been operating for years. Since last year, Avon products have been available in the official brand zone on Allegro, and from this year on empik.pl.
– In modern direct selling, we keep up with the times and want to respond to the needs of the modern beauty market, so we are developing new sales channels thanks to which we can offer our beloved cosmetics where consumers are and where they want to buy them: online, through a consultant or at their favorite pharmacy. We continue to be one of the largest direct selling companies in Poland and in the world, adds Anneli Loorits.
Experience from other markets shows that the presence of Avon products in stores contributes to the further development of direct sales – the statement states.
