20
-4%
$5,151 $m
Avon
International beauty brand Avon has experienced some hardships. A bribery scandal in China and a subsequent investigation by the U.S. Securities and Exchange Commission forced top executives to resign. New CEO Sherilyn McCoy from Johnson & Johnson aims to integrate Avon offline and online sales in a more purposeful fashion to drive growth. Avon’s successful history, strong brand equity and new business strategies should be enough for the brand to regain momentum. Consumers understand the brand and remain emotionally engaged by its celebrity endorsements and women’s charities.