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Avon Counting On 'Beauty For A Purpose' To Inspire Reps, Consumers

 
• By Lauren Nardella

Global campaign underscoring Avon's role in female empowerment, including paid media, social networking and a newly created website, should strengthen the company's bond with fans and sales reps while introducing the brand to a new generation of women, CEO Sheri McCoy said during the firm's second-quarter earnings call. Sales dragged again in a challenging macroeconomic climate, but income soared and the firm's North America business was profitable, reflecting effective cost-cutting measures.

[Avon Products Inc.] is optimistic that its new global "Beauty for a Purpose" branding initiative will resonate with consumers, as well as current and prospective sales representatives, providing momentum for the company against continuing macroeconomic headwinds.

Like other U.S.-based beauty players, the firm has been hard hit by currency fluctuations of late, booking $1.8 billion in...

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