Avon's Transformation Journey Draws on 139-Year Legacy to Inspire the Future

Avon, a leading global personal care and cosmetics brand, participated in the 24th edition of "Retail Days" held in Istanbul, one of the largest gatherings in the retail world. At the event, which brought together more than 10,500 participants and over 4,900 companies, Avon Turkey General Manager Hasan Uluturk outlined the brand's transformation vision and the strategic integration of direct sales with retail.

Retail Days, organized since 2001 and bringing together more than 10,000 sector representatives ranging from retailers and shopping malls to technology firms and suppliers, attracted significant interest this year as well. On the first day of the two-day event, Avon Turkey General Manager Hasan Uluturk took the stage with a presentation titled "Avon's Transformation Journey: Strategic Integration of Direct Sales and Retail." Uluturk shared with participants the transformation process Avon has undergone and how the direct sales model and retail channels have been integrated.

"For 139 years, we work every day for better"
Avon Turkey General Manager Hasan Uluturk, recounting Avon's 139-year-old rooted story that touches lives, said: "Across the four corners of the world, in 50 countries, we have 2 million representatives. For 139 years, we work every day for better. We are Turkey's number one perfume brand*, and each of our fragrances tells a different story. Today, we are here to share the story of our brand, passed down from generation to generation. This is not just a company's story; it is the story of people and families.

Imagine: a journey that begins with a mother's representation, evolves over the years and is carried into the future today through her daughter's representation. Just like her mother, she also owns this legacy, develops it and adds her own touch. 20% of our representatives are Gen Z; young, dynamic and representing accessible beauty. Our brand has not only transformed itself over 139 years; it has transformed the people we walk alongside. Each generation shaped the future with the inspiration it took from the past. And today, we are here as part of this transformation."

"In Turkey, in 50 provinces, 86 stores stand by you at every step"
Emphasizing that Avon continues to grow with its multi-channel strategy, Hasan Uluturk stated: "Today, from Ankara to Istanbul, from Izmir to Samsun, we have retail points in 50 different provinces across Turkey. Through a total of 86 stores, we serve our customers. These stores are more than just sales points; they are centers operated by our representatives and investors, where they grow their businesses and establish strong ties with local communities. Each new store increases our local impact while providing new business opportunities for our representatives. Our goal is to reach wider audiences through our retail points, provide high-quality service to our customers and facilitate access to accessible beauty and care products. We work every day for better in pursuit of this goal," he said.

"You will continue to see and hear Avon everywhere"
Emphasizing that Avon's transformation journey continues at full speed, Uluturk said: "With each passing day, we become a more accessible, stronger and more dynamic brand. We are not just a beauty brand; we are a community that uses beauty for good, making real difference in women's lives. This success is not just a brand's success; it is the success of a large family growing together.

The contribution of each of our representatives, employees and business partners forms the most valuable part of this journey. Together, we are carrying Avon toward a brighter future. One of the things that excites us the most is being able to inspire dreams in women... Being able to make someone flip through a catalog page and say 'I'm curious about this fragrance'... That is very valuable to us. Because we are not just a brand that sells products; we are a story. We live the spirit of the times with our representatives and move into the future through their journey. I can say with confidence: From now on, you will continue to see and hear Avon everywhere."