Newly minted Avon president Sheri McCoy made her official debut this week as part of an earnings call and a shareholders’ meeting. She said her immediate agenda includes a global tour through key markets from now through June, including the U.S., Brazil, China, Mexico and Russia.
A friend of mine, a 20-year Avon representative who has earned the prestigious President’s Club honor, hopes she also visits close to home. Getting into the trenches with the representatives can help uncover firsthand the challenges faced and provide an opportunity to understand the direct-sell channel — a different animal than McCoy’s retail heritage. My friend, we’ll call her Elle, actually lives in proximity to McCoy and has seen changes over the past three years that make her business more difficult.
Elle works hard — anyone in town will joke about her “dropping off of books” at every restaurant, health club, dry cleaner and store in town. She has a wealth of frequent customers, and she’s the first to donate baskets of Avon products to causes in town. She’s the mom with the Skin-So-Soft when the bugs invade.
Her smooth sailing has been disrupted by changes in her shipment times and a compression of district managers. While she knows she could benefit from electronic ordering, she sticks to the hand-printed duplicate paperwork. But she’s open to learning the new digital world — with the proper training. Upon attending a product launch event with her, I was surprised just how much the representatives have to lay out, such as buying new items — not to mention the cash bar, which was a surprise to a beauty editor so often feted with free cocktails!
McCoy comes highly regarded and appears to know how much work lies ahead. Learning what it is like as an “Avon person” in the U.S. could probably prove universal in learning challenges faced across the globe. McCoy seems rooted in the real world of Avon consumers, said people who know both of the executives.
During the call earlier this week, McCoy appeared ready for the challenge.
“I am taking a fresh look at every aspect of the business, and stabilizing the business is my first and most urgent objective,” said McCoy, who joined Avon on April 23, after 30 years at Johnson & Johnson. Analysts seem pleased with her attack plan, especially once McCoy understands the peculiarities of the direct-sell channel.
That’s why Avon’s Elle is waiting for Sheri McCoy to call.
People, Places and Things
A few words with Joe Magnacca, president of daily living products and solutions for Walgreens. WWDBeautyNews: What’s the next big store opening for Walgreens?
Magnacca: Puerto Rico! It is a great market for us, and now we are bringing a great new store for consumers to experiment with products and actually play with beauty. We will have our expanded nails and fragrances. Fragrance is a huge market in Puerto Rico. WWDBeautyNews: How was NACDS annual?
Magnacca: It is a great meeting for us. We had a great gathering for meeting the retailers, and we kept busy every minute from there on. Our suppliers are excited about all of the moves at Walgreens. We have many opportunities for beauty companies.
Donatella Versace will receive the International Award at the 2018 @cfda awards, which were announced tonight. Tap link in bio for a list of all the nominees and honorees. #wwdnews #wwdfashion (📷: @rahirezvanistudio )
The 2018 @cfda Awards nominees are out! @virgilabloh for @off____white for is nominated for Womenswear Designer of the Year. Tap link in bio for all the nominees. #wwdnews #wwdfashion ( 📷: @simonelezzi)
@chanelofficial is suing high-end vintage retailer @whatgoesaroundnyc for trademark infringement, a move that could cost the retailer millions. The French fashion house claims that it’s not only unintentionally sold counterfeit goods on occasion, but that it’s “gone out of its way to create an association with Chanel,” which does not exist. Read Chanel’s statement on WWD.com #wwdnews (@aitorrosasphoto)
Exclusive: Guillaume Henry has left @ninaricci, the fashion house said on Thursday. “After three years of mutually gratifying creative collaboration, Nina Ricci and Guillaume Henry have together decided that the designer will depart the house after the presentation of the fall-winter 2018-19 collection,” Ricci said in a statement. Get all the details on WWD.com #wwdfashion (📷: @aitorrosasphoto)
“When Bella enters a room all heads turn,” said @peterphilipsmakeup, creative and image director for @diormakeup. Last night, the two celebrated the product launch of Dior’s Lacquer Plump in Los Angeles with other celebs like @parisjackson, @winnieharlow and more. Head to WWD.com to see the rest of the photos from the night (📷: @chelsealaurenla) #wwdeye
“These shirts are an art form, it’s about getting the message out to as many people as you can. It breaks down the pretentiousness of the art gallery,” says Kumasi Sadiki, cofounder of @ebayontheblock, a store that sells merchandise by New York artists who are shifting their attention to clothes as a wearable medium. Pictured here is a design by artist @joegarvey_, one of the first to spearhead this movement. Head to WWD.com to read @mistywhitesidell full story on how their designs have become merch for the underground elite #wwdfashion
@netaporter is dedicating a part of its website – called the Fine Jewelry and Watch Destination – to highlight its high-end jewelry. The hub will feature products on the site, as well as incorporate styling advice and educational content about high-priced jewelry items. Get more details on WWD.com. #wwdaccessories
For “The Cher Show,” an upcoming musical based on @cher’s life and career, @bobmackie is once again collaborating with the singer in designing the costumes. For decades, Mackie has designed glitzy stage costumes and red carpet looks for the 71-year-old Grammy winner. Pictured here is a sketch of some of the pieces in the wardrobe of the musical, which is set to debut in Chicago on June 12 before making its way to Broadway #wwdeye