Remember the Avon lady? You don’t see her around much anymore, what with online cosmetics boutiques and mega brands like Sephora taking over. Well, Avon is now launching their own e-tailing model with its sister brand Mark. The Mark Facebook sales platform will allow Mark representatives—mainly high-school and college-age girls—to sell through Facebook.
The Mark Facebook sales platform is a Facebook page-turned-boutique that includes the standard Facebook ‘wall’ and ‘info’ tabs, as well as a special ‘shop’ tab. Customers can shop online and also ‘make friends’ with Mark representatives, or sign up to be reps themselves.
Social Media Makeup
Avon Launches 'Mark' Facebook Sales Platform
Trend Themes
1. E-commerce Cosmetics - Avon's launch of the Mark Facebook sales platform demonstrates the growing trend of e-commerce in the cosmetics industry.
2. Social Media Selling - The Mark Facebook sales platform shows the disruptive innovation opportunity for brands to leverage social media as a sales platform.
3. Direct Selling - Avon's use of Mark representatives to sell through Facebook highlights the continued relevance of direct selling in the beauty industry.
Industry Implications
1. Cosmetics - Avon's launch of the Mark Facebook sales platform is a disruptive innovation opportunity within the cosmetics industry.
2. Social Media - The Mark Facebook sales platform demonstrates a disruptive innovation opportunity for social media platforms to become new e-commerce channels.
3. Direct Sales - The use of Mark representatives to sell through Facebook presents a disruptive innovation opportunity within the direct sales industry.