Natura's Acquisition of Avon Products
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Case Code: BSTR591 Case Length: 13 Pages Period: 2018-19 Pub Date: 2019 Teaching Note: Available |
Price: Rs.300 Organization: Natura & Co. Industry: Cosmetics & Toiletries Countries: Brazil, United States Themes: Mergers and Acquisitions |
Abstract Case Intro 1 Case Intro 2 Excerpts
About Avon
The history of Avon can be traced back to 1885, when it was founded by David H. McConnell (McConnell), a traveling book salesman. In 1886, while going from house to house with his books, McConnell found that his customers, especially women, were more interested in the free perfume samples he offered than in the books he was selling. He also recognized that many women had the potential to become good salespeople. He started taking the perfume business more seriously and soon became a perfume entrepreneur. He incorporated California Perfume Company (CPC) and P.F.E Albee (Albee) was the first representative of the company. Albee travelled by horse, buggy, or even train to sell perfumes door-to-door. She also appointed other women as representatives. This method of selling directly to the customers went on to become the hallmark of Avon's business model. Albee was called the ‘Mother of the California Perfume Company'...
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