‘You need a unique value proposition to transform as a brand’ says Avon CMO

Avon Products’ new CMO, Kristof Neirynck, explains how the company is trying to retreat from door-to-door selling without losing the personal touch that distinguishes the brand from its rivals

When he became Avon Products’ global marketing chief in March, the first thing that Kristof Neirynck did was scour the archives of the business, which started life as the California Perfume Company back in 1886.

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