What might Avon’s first-ever UK store look like?

Known the world over for its unique door-to-door sales model since it was launched in 1884, Avon was forced by the Covid pandemic to rethink the business tactics that had served it in good stead. 

The brand pivoted to physical stores, opening 63 across Turkey, and a further two in Poland. The Natura-owned company will soon open outlets in South Africa and in its largest market, Brazil.

These stores are operated on a franchise model, where Avon sales representatives run the stores individually. The brand has said it will adopt this same model when it opens its first stores in the UK later this year. 

Angela Cretu, Avon International global chief executive, says Avon’s UK stores will open in “neighbourhood communities” and run as “mini beauty boutiques” showcasing a limited range of Avon products.

Standing out 

Operating the new stores as franchises puts Avon immediately at odds with its established UK competitors, including Boots, Sephora and Space NK. 

While differentiating itself from the competition would usually be important to a new retailer looking to establish itself, Retail Week senior analyst Beth Bloomfield says Avon needs to innovate and hone its unique proposition if it wants to break into the UK’s competitive physical health and beauty market, 

“Avon’s key differentiator is its model – millions of representatives who have built their own beauty businesses – and its product, which is exclusively own brand,” she says.

“It needs to highlight this very clearly through in-store points of sale, while translating its door-to-door service into in-store customer service. Sephora offers its customer a curated offer, and this is something Avon will look to emulate in its stores.”

Sephora created massive hype around its first UK store opening earlier this year, which drew queues of over 5,000 people. It has chosen two prime locations for its return to physical retail – Westfield London and Westfield Stratford City.

Boots and Superdrug are also high street staples, offering a wide range of cosmetics, fragrances, hair care and healthcare products.

The franchise model has clearly worked in Turkey, having quickly expanded to 63 stores across the region. However, if Avon wants to replicate that success in the UK, it will need to encourage shoppers to turn their backs on the more established brands by offering an innovative, personalised and fun in-store experience.

With that in mind, Retail Week used AI image generator Midjourney to dream up a version of Avon that would fit well within the UK beauty market.

Key features 

Midjourney created an Avon store with beauty, skincare and fragrance categories on display to captivate customers as they walk around the shop.

No Avon store would be complete without its pink colour scheme, which is used in the logo and branding, and is incorporated here in the use of interior foliage, furniture and product displays. 

While Avon also offers customers a range of homeware and fashion products, Bloomfield says a strong central beauty offering will be key to its success in the UK. 

Virtual try-on 

The new Avon stores will stock only a limited range, so customers may turn to its online channels to browse the rest of the stock.

Bloomfield says this can be combated with the use of virtual try-on, which many beauty brands and retailers have been implementing.

Midjourney foreshadows that the proposed store is fitted out with tablets and screens for customers to browse and try-its full range digitally, creating a memorable in-store experience in the process.

By using virtual try-on in store, shoppers are much more likely to end up buying the product there and then or ordering it online.

Bloomfield says Avon’s owner Natura & Co has had experience curating The Body Shop stores, and expects the new Avon stores to be “just as innovative”.

Mobile point of sale and tablets is something Bloomfield also expects to see within the stores by way of click and collect or delivery.

“The playful nature of make-up could mean try-on areas or playtables – these work effectively in Glossier’s Covent Garden store, for example,” she says.

This would make sense as chief executive Angela Cretu said “women like to touch and experience the product and have that joy of seeing all the colours available”.

Our AI image shows an array of dressing tables, soft chairs and popular products so customers are able to experiment with the cosmetics available.

Customer-first

Avon has always been focused on the customer experience with sales representatives making home visits. The new store will have to highlight the quality of customer service.

In the AI image, tables similar to ones found in nail parlours can be used by sales assistants to guide and give shoppers a personalised experience.

Cretu said: “Many customers go to the stores for an opportunity to try many of the products, or simply to enjoy a pamper experience with a beauty adviser.”

Consultants should still play a major role in stores and Bloomfield says she expects the “high level of services” to continue.

While Avon stores are clearly working well in Turkey, the new UK stores will have to ensure the brand brings innovative tech, a memorable customer experience and a high quality of service if it stands any chance of surviving as a bricks-and-mortar beauty retailer in the UK.