Avon, a U.S. cosmetics subsidiary acquired by LG Household & Health Care in August last year, is actively seeking to upgrade its business by innovating its existing sales method through digital transmission, which launches a digital catalog that allows users to experience and order vivid products through mobile devices.
Avon has previously provided product and promotion information to its customers through a paper catalog. However, as paper catalogs have limitations in properly expressing the characteristics of their products, Avon is introducing digital catalogs to satisfy digital-friendly customers' needs.
In this regard, Cha Seok-yong, vice chairman of LG Household & Health Care, said in his New Year's address at the beginning of the year, "We need to strengthen our capabilities for future businesses by promoting digital transformation to solidify the foundation for global expansion and strengthening competitiveness of our businesses."
Avon added meaning to the eco-friendly aspect of the digital catalog and launched it on April 30 to commemorate the 50th anniversary of Earth Day.
"Avon Digital Catalog" is characterized by its rich and lively content that allows users to experience and obtain various products and information on digital, as well as easily sharing their interests with mobile or PC anytime, anywhere, or through SNS, text messages, and e-mail.
For example, customers can see product features more vividly through video content, get tips on how to use them, upload their photos, do their makeup virtually with various products, and compare colors that match. In addition, based on artificial intelligence technology, they can be recommended with foundation and concealer colors that best suit them.
Another feature is that it can provide a customized curation catalog for individual customers. The 'Avon Digital Catalog' provides a curated catalog based on information such as customer online behavior data or surveys.
In addition, all contents of the digital catalog can be freely edited by Avon Representative, providing a more high-level customized catalog by reflecting additional customer preferences or interests identified by Avon Representative.
With the launch of such a "digital catalog," "Avon" expects not only the expansion of the existing Avon Representative online but also the influx of digital-savvy MZ generation and customers.
Customers are also showing good initial responses as they can receive three-dimensional information about their products in a customized catalog and order them right away. In particular, the number of visitors to Avon's website, which allows users to view digital catalogs for 10 weeks until July 8 after launch, increased by 53% compared to the 10 weeks before launch.
Meanwhile, LG Household & Health Care acquired Avon for $125 million (some 145 billion won) in August last year and is currently operating business in Canada and Puerto Rico in addition to the U.S.
