Avon Opens the First Gauteng Retail Franchisee Outlet at Fourways Mall

Customers will have the opportunity to sample and trial Avon products as well as receive expert advice on personal care products and skincare routines on site.

The retail kiosk is owned by Avon Retail Franchisee Charne Visagie, and it will be located at the PQ Court in Fourways Mall. The establishment of the retail outlets is part of Avon International's omnichannel strategy that seeks to increase Representative earnings and reach higher income areas that Avon has not been able to penetrate through its core direct selling model.

It also aims to provide Avon’s Representatives the opportunity to interact with customers and afford them a chance to physically test, trial and experience Avon products. This will also aid in achieving greater brand awareness for Avon and advance the company’s agenda of democratising beauty by providing luxury products at an affordable price to the everyday woman. The establishment of the retail stores is not planned to displace or substitute the company’s famed direct selling model, but rather to supplement it.

“I am delighted and privileged that Avon gave me this great opportunity to be the first to open a retail store in Gauteng. I never knew that I would be in the position that I am in when I first started selling Avon eight years ago. Through this outlet I will be able to take advantage of the high foot traffic at the Fourways Mall and it will also enable me to access the captive audience that is frequenting the mall.

The timing of the store is as step in the right direction as it will give me and the brand a more visible reach and presence. Through this store, I will be able to access the customers that I have not be able to reach, showcase Avon to customers, diversify my revenue streams and scale up my business. I am eager to start,” says Visagie.

Her direct selling business has grown from strength to strength, and she now boasts over 80 sales Representatives spread across the country, that are in her team.

Visagie says she was attracted to Avon by the brand values of women empowerment that the brand espouses. “These values resonated with me as I am a firm believer in empowerment of women. I am glad that I am part of this brand that is proactive and deliberate about making the world a better place for women,” she says.

Several launch specials have been lined up for customers at the store. Customers who spend R500 or more at the store, including a Far Away Beyond The Moon fragrance, will receive an award-winning Avon Hydramatic Lipstick for FREE. With Visagie's Avon online store, online shoppers can browse great specials and exclusive online offers that are easily and securely paid for online and delivered to their doorstep by courier within 48 to 72 hours.

“The opening of this retail store marks a new and exciting chapter for Avon, its Representatives, and its customers. This is a historic event that brings our products closer to our customers, enabling people that have never had access to our brands to trial & experience them. For our Representatives, it also gives them the opportunity to boost their earnings and to provide a true brand experience. We are looking forward to opening more kiosks in the future that will improve brand visibility, empower more women, and enable us to tap into customer segments we have been unable to reach,” says Lineo Lehobo, Omnichannel Lead at Avon.

Visagie’s kiosk is the second retail store in South Africa that Avon has launched. The first one is located at Kwa-Duduza mall in Stanger, Kwa-Zulu Natal and is owned by the Avon Representative, Sumi Chetty.

With Africa’s beauty and personal care market expected to grow by $1.26 billion, and 53% of this growth expected to originate from South Africa by 2025*, the introduction of Avon Justine’s retail channel is an opportune moment for beauty entrepreneurs in South Africa and SADC regions to increase their customer base and share of wallet.

Avon has put in place certain channel participation rules to protect the viability of its direct selling model while opening a new opportunity for its network of beauty entrepreneurs to earn more.

*Beauty and Personal Care Market in Africa by Product, Distribution Channel, and Geography - Forecast and Analysis 2021-2025