Avon Cosmetics, a global beauty and personal care company, has reached a significant milestone of operations in Georgia, celebrating 15 years in the country as a leading brand in Georgia’s cosmetics industry.
Avon has successfully expanded its product line in Georgia, offering a wide range of makeup, skincare, fragrance and personal care products. The company has also maintained its commitment to empowering women through its direct selling business model, which has created employment opportunities for many Georgian women.
Over the years, Avon has adapted its marketing strategies to meet the changing needs and preferences of Georgian consumers and utilized a combination of traditional and digital marketing channels to reach its target audience and increase brand awareness.
Avon has been actively involved globally and locally in corporate social responsibility initiatives, supporting various causes such as breast cancer awareness, domestic violence prevention and women’s empowerment.
Director of the company Ana Tskhadadze summarized Avon’s recent development on the Georgian market in an interview with Golden Brand.
Q. Tell us about the event that took place at the Sheraton Grand Tbilisi Metechi Palace to celebrate Avon’s anniversary.
A. The national sales conference was a highlight of the year, bringing together employees, brand ambassadors and representatives from across Georgia for a day of celebration and networking held at a luxurious hotel Sheraton Metechi Palace in Tbilisi. It was a grand celebration of our achievements over the past 15 years and highlighted our commitment to excellence and innovation. The conference featured keynote speeches, 2022 reports, and interactive sessions focused on various aspects of our business operations including marketing, sales, customer service, supply chain, and corporate social responsibility.
The event culminated in an awards ceremony, recognizing top-performing representatives and celebrating the collective achievements of the Avon Georgia community. The event was a resounding success, inspiring and empowering representatives to take their businesses to the next level and continue driving the growth and success of the Avon brand.
Q. Avon announced at the conference a new charity project with the United Nations Population Fund to help women and children who are victims of domestic violence. Can you share more details about this project?
A. At the conference together with UNFPA we announced a new campaign which aims to raise awareness of the issue of domestic violence and to provide support to victims in need. As a means of cause-related marketing, we have put cosmetic products and accessories specially produced for charity purposes on sale, and the proceeds from the sale are transferred to the charity fund and used for the purposes envisioned by the project. Throughout the year we have been working together with UNFPA to raise funds in order to provide various needs to shelter residents, such as reproductive health, psychological support, household items, etc.
As part of an annual global campaign “16 days of Activism” we plan to organize additional series of events and activities to increase social mobilization around the issue and raise target funds for the cause.
Q.Why did you choose to help women and children affected by domestic violence? How did you distinguish this problem from many others?
A. Avon’s commitment to domestic violence is rooted in our long-standing dedication to empowering women and promoting gender equality. We recognise that domestic violence is a pervasive issue affecting thousands of women and that it is a critical barrier to women’s empowerment and well-being.
Through our CSR initiatives, we seek to support and empower women and to create a world where they can thrive and reach their full potential. By focusing on domestic violence, Avon is able to address a key challenge facing women in many of the communities where it operates, and to provide vital support to those who are most in need. Domestic violence is a highly sensitive and emotionally charged issue and by working with partners such as the UN Population Fund, we are able to tap into a network of like-minded organisations and individuals who share its commitment to gender equality and social justice.
Q. Let’s talk about steps taken against breast cancer — how was 2022 for Avon in this regard?
A. Avon has a long-standing commitment to breast cancer awareness and support, which is reflected in its Breast Cancer Promise program. Since 2013, when the fund was established in Georgia, we have made significant progress towards our goals of raising awareness, promoting early detection and supporting patients in psycho-social rehabilitation. Together with Europa Dona Georgia we created “Pink Space”, where we served more than 4000 patients and provided breast cancer screening for over 2000 women. Avon’s achievements in Breast Cancer Promise in 2022 demonstrated our ongoing commitment to this critical issue. Through its fundraising initiatives, Avon Georgia is helping raise awareness, promote early detection and provide information, bringing hope and support to those affected by breast cancer.
Q. What are your plans for the company’s development in the future and also in terms of introducing new products?
A. At Avon we believe in creating high-quality cosmetics that meet the needs of our customers while also promoting sustainability, transparency, and ethical sourcing practices. To this end, we are focused on increasing the ratio of products we manufacture in Europe, leveraging the region’s strong heritage in cosmetics and commitment to environmental and social responsibility.
Our plans for future years also include introducing new formulas while maintaining our cult & hero products. These products are already beloved by loyal customers and we understand that they play a crucial role in their beauty routines. By striking a balance between introducing exciting new products and retaining our most popular products we aim to continue to meet the changing needs and preferences of our customers while building upon their established reputation and success.
In March we launched the latest innovation in lip color, the Hydramatic Matte Lipstick with Hyaluronic Core. This provides long-lasting color with a smooth, velvety matte finish while hydrating and plumping lips with a hyaluronic acid-infused core. In May we introduced another innovation in skincare — Anew Renewal Power Eye Cream which is designed to target the delicate skin around the eyes. The innovative formula contains Avon’s patented Tri-Elastinex technology, which is proven to boost elastin production and improve skin’s elasticity. So, our labs have been hard at work developing innovative new products to help customers look and feel their best this summer.
Q. You have become a Golden Brand winner for the fifth time now. How do you manage to maintain this award year after year?
A. Winning the Golden Brand Award for five consecutive years suggests that we have a strong brand image and reputation in the market, which is thanks to our great team and communities uniting over 20,000 women across the country. We have a strong and consistent approach to delivering high-quality products at irresistible value and services that meet the needs of our customers. This also includes innovative marketing strategies, new product formulations, and new delivery methods.