Avon: The Making of a Legend

It's safe to say that there isn't a woman in the world who hasn't heard of Avon. In fact, about one in five women on Earth has probably recommended this cosmetics brand to friends or colleagues at least once. So, what's the secret behind Avon's massive popularity?

Amazing Insights into the Company

There's a common myth that only women can truly understand women. Well, that myth was shattered when Avon, a company founded by a man named David McConnell, became a household name.

Interestingly, McConnell had no prior involvement in cosmetics. He grew up on a farm, taught math, and even sold books. His book selling ventures were so successful that by the age of twenty-nine, after going from a traveling salesman to a regional dealer, he ended up buying the entire publishing company.

It seems entrepreneurship ran in his blood because only a true entrepreneur would come up with the idea of selling books alongside perfumes. A small bottle of perfume became the ultimate lure for women, who fell for it hook, line, and sinker. Book sales doubled, and after introducing a sales system through agents, tripled.

McConnell soon decided to apply the same successful sales strategy to perfumes. And it worked like a charm!

The books had to take a backseat—perfume sales proved far more enticing. The newborn company was named California Perfume.

Ordinary women acted as sales agents, engaging potential buyers in casual conversations and, based on personal experience, recommending specific perfumes. The unique selling point was the ability to buy products directly, "from the laboratory right into their hands."

Earnings depended on the amount of product sold. The only requirement was to work solely in areas where the sales agent was respected and trusted.

The company quickly gained a reputation as "revolutionary" because it was staffed exclusively by women, and products could only be purchased directly from them. The results were astounding.

Soon, the company opened another laboratory, this time dedicated to producing perfumes, shampoos, balms, cleansers, tooth powder, lipstick, blush, and more. All of these items could still only be purchased from sales agents, never in bulk.

Even the era of the Great Depression couldn't dampen sales growth; if anything, sales soared even higher. In challenging times, women sought solace in pampering themselves, and cosmetics became an indispensable luxury.

California Perfume Becomes Avon

The name "Avon" wasn't chosen randomly. In the early 20th century, as the company went international, the brand California Perfume was strongly associated with the USA. The name "Avon" was selected in honor of the Avon River near Stratford, the birthplace of William Shakespeare, David McConnell's favorite playwright.

Following David McConnell's passing, his son initiated the name change several months later.

Over half a century has passed since then, yet Avon still remains a market leader in fragrances.