Sheri McCoy is working to bring a sense of urgency to the 127-year-old Avon Products Inc., and with it could come bold changes.
Nine months into her tenure as chief executive officer, McCoy is pushing for a more contemporary approach to direct selling that would move Avon deeper into the digital realm. The effort — which may ultimately include makeover tools and online training — could potentially prompt Avon to shift from a monthly new product brochure, down from its current biweekly cycle, McCoy told WWD in an interview on Thursday, following the company’s presentation at the Consumer Analyst Group of New York Conference held Boca Raton, Fla. “It’s a more fundamental change,” she said, adding that the company has tried the approach in some smaller markets, such as Thailand. “It was disruptive in the beginning, but it’s doing quite well now,” said McCoy.
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