One of the largest direct selling and beauty companies in the world, Avon, is proving that beauty pays with an earning opportunity from which women across South Africa are benefitting. The direct selling industry locally provides an income for 1,3 million people who in the last financial year, shared earnings of R3,3 billion from sales of over R7,8 million products. 87% of these people are women.
Maggy More from Soweto decided to try the beauty industry several years ago as she was struggling to take care of her children. She had been retrenched from her job at a large shoe manufacturing company and selling fat cakes in the streets was not making her enough money for the family to survive on. A single mother, More entered the beauty industry hoping for the best and has never looked back. Now an independent Avon Representative, she was able to renovate her home, making it bigger and more comfortable for herself and her two daughters. “Women will always need and want beauty products so my business continues to flourish,” she says. This at a time when the economy was on a downward spiral.
Coincidentally, a research study suggests that the “lipstick effect” may explain the rise of businesses, like More’s, that sell beauty products. The research authors assert that during a recession or challenging economic times, women’s desire to have products that make them more attractive increases.
The research, which is aptly titled 'Boosting Beauty in an Economic Decline: Mating, Spending, and the Lipstick Effect’ gives insight into the psychological response of women to harsh economic times.
Whilst several independent Avon Representatives agree with the research’s assertion, the representatives also concede that there are other reasons for their success despite the harsh economic times. Liz Fisher, who left her job as a theatre nurse to focus on her Avon business, believes that the minimal cost of only R85 is a contributing factor together with the dedication and hard work one must invest in their business. “It’s easy to sign up and start your own Avon business and your earnings are dependent on how much work you’re putting into the business.”
Nontombi Mthwetwa another independent seller of beauty products agrees. Mthwetwa decided to sell beauty products while she was looking for a job after completing her studies at university. “I didn’t have money to begin with so this was an attractive opportunity for me,” she says. “In the beginning it helped me pay the bills and support my sister who was the sole breadwinner, but soon my business grew and now I am able to obtain most of the things I dreamt about when I graduated in 2010.”
Success stories like that of Maggy More, Liz Fisher and Nontombi Mthetwa highlight the role entrepreneurship plays in helping to alleviate poverty in our communities as well as the potential of the beauty industry for profitable self-starter businesses.
About Direct Selling
Direct selling is a type of sales channel, where products are marketed directly to customers, eliminating the need for middlemen – wholesalers, advertisers and retailers. Direct selling can be conducted one-on-one, in a group or party format, or online. At Avon, the “direct” part of direct selling also refers to the personal component of this sales channel; it’s about building relationships with people and offering them a high level of service and personal attention. What makes direct selling such an attractive career option is the flexibility it offers. Those who engage in direct selling are independent contractors who determine how much time and energy they want to invest in their businesses. They set their own hours, and define and control their work-family life balance. An Independent Sales Representative is her own boss. Direct selling is also a way to own a business with minimal capital investment.
If you would like to become an Avon representative
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