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.
What's Driving This Trend
- E-commerce Cosmetics
- Avon's launch of the Mark Facebook sales platform demonstrates the growing trend of e-commerce in the cosmetics industry.
- Social Media Selling
- The Mark Facebook sales platform shows the disruptive innovation opportunity for brands to leverage social media as a sales platform.
- Direct Selling
- Avon's use of Mark representatives to sell through Facebook highlights the continued relevance of direct selling in the beauty industry.
Who This Affects Most
- Cosmetics
- Avon's launch of the Mark Facebook sales platform is a disruptive innovation opportunity within the cosmetics industry.
- Social Media
- The Mark Facebook sales platform demonstrates a disruptive innovation opportunity for social media platforms to become new e-commerce channels.
- Direct Sales
- The use of Mark representatives to sell through Facebook presents a disruptive innovation opportunity within the direct sales industry.
