Avon recently kicked off a recruitment drive for representatives in the U.K. with a television advertising campaign.
This story first appeared in the February 3, 2009 issue of WWD. Subscribe Today.
The timing of the move — ads had been scheduled to run later this year — reflects an upswing in interest in direct selling linked to the downturn in the economy.
Quoting figures from the Direct Selling Association, Avon stated there has been a 15 percent increase in new recruits within the industry in the U.K. over the past three months.
“Amongst the new direct-selling recruits, we’ve seen a growth in people from markets that have been hit hard by redundancies, including estate agents, city workers and retail workers,” said Richard Berry, director of the DSA, in the Avon statement. “There are now an estimated 440,000 people running their own direct-selling businesses in the U.K. and we saw thousands of new recruits joining up in the lead up to Christmas. With the recent high street casualties in retail, we’ve seen a fresh flood of inquiries about opportunities in the direct-selling industry.”
Avon’s advertising campaign, comprising 30-second spots, will run over four weeks and feature six representatives recounting their experiences with Avon.
“The new campaign, reflecting contemporary issues, will be directed at the increasing number of women looking to boost their personal income and to make extra money to support their family,” Avon stated.