"The transformation of our company begins with the millions of our voluntary entrepreneurs. Our job is to do a better job of inspiring them, and being digital-first is the way to get there," James Thompson, Avon Products' chief beauty and brand officer
Though Avon would not disclose the investment in the content studio, this operation falls within their plan to invest $300 million in digital initiatives by 2021. Avon has been making strides in digital recently. In October 2018, the company introduced its first personalized beauty app as a service tool for representatives to match consumers to one of 40 different foundation shades in the company's product assortment. And in January 2019, Avon began partnering with with on-demand delivery service Rappi in Latin America to sell and deliver products quickly from physical storefronts of select top representatives.

The new content studio is a cross-functional operation with support from creative, digital and merchandising teams, and will be tailored to each of Avon's 50-plus worldwide markets (with respective language, for instance), including top regions like the U.K., Latin America and South Africa. Global creative production company MediaMonks will be tasked with infusing topical and culturally relevant information and analytics that will be helpful for reps into the beauty brand's content..
"We want to be learning from our entrepreneurs as much as we are training and educating them. Empowering these women to share what works for their businesses is very much a part of this strategy. They were and are the original word-of-mouth influencers, so why not help them further their platforms?" James Thompson, Avon Products' chief beauty and brand officer

Avon's rich brand heritage makes it a perfectly fertile ground for content. Data will inform creative and media planning to optimize impact.

"Two of our three challenges are relevance and service, so by becoming a high-tech, high-touch business, we will have a constant feedback loop for representatives to do their jobs better," said Thompson. "That's the only way to be more consumer-friendly and for our business to grow."


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