From its inception, the philosophy behind Avon has always been to put people first. David H. McConnell, starting with humble beginnings as a door-to-door book salesman, always cared about people. He began giving his book customers an inexpensive “thank you” gift of fragrance for purchasing a book. Mr. McConnell was an avid entrepreneur and when you combine those two qualities, you have the ideal strategy for a successful business.

Name change
Avon’s name was officially changed in 1939 from The California Perfume Company to Avon Products, Inc. Avon’s popularity had grown to reach every state, from New York where it started to California, and all lands in between. It was decided that “California” sounded too regional and didn’t represent all communities of the customers. David McConnell visited England in 1828 and the scenery around Stratford-on-Avon reminded him of the town he located his laboratory in, Suffern, New York, and inspired him to use the name. In 1929, he introduced a line of products called “Avon.”

The Great Depression years
When America was experiencing the Great Depression in the late 20s and early 30s, Avon was one of the few businesses thriving. Those difficult times brought changes in attitudes on what the typical American family was supposed to be and how they were supposed to act. Women were typically supposed to be the homemaker, staying in the home. During those tough economic times, any one of the family members who could bring income home was gratefully appreciated. Who better to sell women’s perfume and toiletries, to women, than women?

The year 1932 saw the first three-week campaign series. This type of promotion, which gave the customer three weeks to purchase Avon products at sale prices, offered a time frame people could work within. This cycle of advertising was also a good way to introduce new products in a specific planned format that customers knew to expect. In 1937, Avon was growing so rapidly that they moved to larger administrative office space in Rockefeller Center.

The war effort
During World War II, Avon felt what the rest of the American people felt and they discovered a way to contribute to the cause. Between 1942 and 1945, Avon’s main laboratory converted half of its factory production to paratrooper kits, gas-mask canisters, insect repellent, and pharmaceuticals. Avon wanted to help and they found a way to do it. In addition, Avon was also a leader in adapting product packaging to plastic from glass and metal, as those two ingredients were needed in construction for items to help the war effort. Avon also asked its sales personnel, the representatives, to collect empty shaving cream cans and toothpaste tubes to turn in for recycling purposes.

Many perfume fragrances introduced in the years directly after the war are still prominent in women’s minds, including the classic, “Here’s My Heart” that was first introduced in 1946. Also in 1946, Avon began selling shares of its stock for the first time to the general public.

Today, Avon is a billion dollar company that has offices across the globe. It still has the best interests of its customers at heart. Many of the classic fragrances introduced in the 1930s and 1940s are still requested today and Avon will bring them back for special promotional offers.

Alana Morgaine
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