Avon calling!

My mum used to be an Avon lady. When I was a young girl, she often took me with her as she plodded round the streets of Plympton with her blue tweedy briefcase containing foundation and perfume samples. I was always desperate for someone to want to try the foundation samples, in the little bottles, but they never did.

This early introduction into the world of beauty got me interested in products at a young age. I was enthralled with Avon's perfumes such as Elegance, Somewhere, Topaz and Occur (I considered myself too old for Pretty Peach!). There was a big launch campaign for, I remember, Moonwind, Bird of Paradise and Elusive.

One of the first products I ever had was an Avon mousse face pack called Matter of Minits, which came in an aerosol can. Quite innovative when you think about it. Mum was a devotee of Skin So Soft (which I believe they still do), and Eye & Throat Oil. She was good at selling and I remember going to a prize giving ceremony in the guildhall where she was presented with a tiny lapel pin for good sales.

Now, as a marketer, Avon intrigues me. I gather they are still performing very strongly in countries like China, but I would imagine that the mature markets offer little growth potential for their traditional direct seling model. A lot of women are at work during the day so it can't be easy to sell door-to-door. They famously don't have a retail presence, and their demographic - older women - are perhaps less likely to buy on the internet if they choose that route. I saw a TV show about Avon recently where they were trying to appeal to younger buyers with younger Avon ladies and diffusion brands for fashion make-up.

My take would be that they should focus on their core strengths and target their more innovative skin care products at women 45+. This is the market with the money. And this market knows the brand. Forget the youngsters. I can't see Avon ever being able co compete with the likes of Rimmel with Kate Moss.

I would give them a superb online presence, with delivery in 24 hours, and give people the touch/feel/smell experience by sending Avon into shopping centres with a hi-tech immersion experience and boffins in white coats with their anti-ageing products.

I would drop Tamzin Outhwaite, if they're still using her, and hire a role model for the 40s/50s like Amanda Redman or Carol Vorderman or, if they want global appeal, one of the Desperate Housewives or Sex In the City ladies.