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Cosmetics firm Avon launches online community

Cosmetics firm Avon has launched a social media platform to optimise customer interaction with its sales representatives.

The community, dubbed Avon Connects, allows customers to link up to a local representative over the web and also offers features such as videos, pictures and articles on beauty.

The social media platform is an addition to the direct seller's face-to-face service, but aims to eliminate the initial door-to-door process.

"In today's time pressured world, people want quick and easy ways to buy and Avon Connects makes this possible," says Avon's head of e-commerce, Emma Lowry.

"By using a social media platform to link customers with their local representative, we can provide both with a time-efficient option without sacrificing the personal service that the consumers desire."

Since its initial launch last spring, Avon claims the community has had one million page views, with over 55,000 registered users on the community to date.

"When Avon launched internally, a good response was expected as the site can directly benefit representatives' businesses by allowing them to be even more flexible with their time," Lowry said.

"To have over 25% of independent representatives signed up the community in a matter of months, however, has completely surpassed Avon's expectations."

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