Direct selling still a hit

DESPITE the growth of e-commerce, direct selling still has healthy growth prospects this year, especially in a market like the Philippines, said a top official of Avon Philippines.

Avon Philippines general manager Razvan Diratian said the Philippines remains an exciting market for direct selling, as most of its consumers still prefer to consume items recommended by friends or families.

“Referral system dominates this market. Filipinos trust what their families and friends say when buying products,” said Diratian, adding that this is one of the reasons Avon in the Philippines has stood the test of time amid the entry of new retail players selling through various channels.

“Avon has become a business in the family. Some of our representatives, who are mothers, have passed them on to their children,” he said.

He noted that familiarity and trust of the company and its products have already been woven in the preferences of consumers, especially among women.

The Philippines is Avon’s top fourth market in the world and is a market leader in Asia Pacific.

The company has since been supporting and empowering women through beauty and business for 40 years. It has about 177 branches in the Philippines, 10 of which are in Cebu.

Amid the entry of foreign products in the market available in social media and other online selling sites, Diratian remains confident there would still be a healthy play between brick and mortal and online stores as there is still a big market who prefers to experience the products first before buying them.

For this year, the Avon official said customers can continue to expect the best products and innovations from beauty, personal care, intimate apparel, and fashion and homeware.

“Because of their direct and personal interaction with the customers, our representatives are able to capture what their needs and demands are, and relay it to us,” he said.

While there is room for growth in this consumption-led economy, Diratian said the challenge is how to make their products more accessible and affordable to all market segments.

As it celebrates its 40th year in the country, Diratian disclosed they will be introducing a new make-up brand under Avon, among other product expansions and innovations. (KOC)