Direct Selling is more relevant today than it ever was: Swati Jain, Avon

Swati Jain, Marketing Director, Avon India says that the brand has no plans to do business through e-commerce

Avon, the beauty brand recently launched a new makeup brand in the Indian market by the name of ‘Mark’ to increase its product offering to customers. With the launch, the brand also unveiled a new campaign for the product called ‘Meet your Mark’.

Swati Jain, Marketing Director, Avon India spoke to exchange4media about the plan of action for the new brand’s product range, Avon’s marketing strategy, celebrity association and more.

What will be the marketing strategy for brand Mark?

We are a direct selling company and we are committed to our representatives who are well informed about what they need to sell. Also, as a company to reach out to consumers, we are a digital first organisation. We have social media activation, YouTube, we have our own Beauty and Fashion Advisor or representative channel through which we carry out our communication but it’s all about the content that we talk about. So, all our work on Mark is happening through content and ground activation. It’s very clear whom we need to reach out to, that’s why we are doing things like ground activation, digital, blogger’s events, which will ensure that the brand reaches out to the right target audience.

Actor Saiyami Kher has been roped in as the new face of Mark. How important was it to associate the brand with a celebrity face?

There were two reasons. We have picked up a very unique face Saiyami Kher because she carries her own attitude and I would call her a makeup junkie in that sense because she is very clear what she wants to use, and that was very important to us. Having Saiyami on board made brand sense for us and that’s why we picked her.

Avon has multiple brands; we use a celebrity only when it is required. Avon True and Mark are two brands where we have a celebrity endorser. All the other brands do not feature a popular face. And that is exactly my thinking across the brand. If your brand requires a celebrity you should have one, and if your brand doesn’t require don’t use a celebrity to generate awareness, which a lot of people do these days. When the most beautiful face in the universe comes and sells insurance it doesn’t work right.

Do you think direct selling of products is still relevant in this era?

It’s more relevant than it ever was. Today, consumers want to interact with the brand and the product directly. In direct selling, people get to know the product range at a personal level and understand what the brand stands for. I personally believe direct sale and e-commerce are two different platforms. In direct selling, you have the same strategy that e-commerce is doing, you are making your own choice based on your own visuals but at the same time, there’s a human touch. So, I believe direct sales will do very well.

Is the brand exploring e-commerce?

I don’t have answers for that. We are a direct selling organisation and plan to do that in the future too. We don’t have plans to do business through Flipkart and Amazon.

What is the crux of the marketing strategy at Avon?

We want to be relevant to most consumers. We want to be a one-stop shop for any consumer shopping for beauty and personal care products. We should stock all products from top to bottom at Avon.

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