Chapter 7. A New Reflection in the Mirror: Avon Makes Its Mark

To create a new beauty brand for younger women, Avon focused on how women's perceptions of their beauty, their bodies, and even their sexuality had been markedly changed by their growing economic independence.

Two years into her tenure as Avon Products Inc.'s chief executive officer, Andrea Jung was ready to pursue an idea she had nurtured since she joined the venerable beauty company in 1994 as a marketing executive: make Avon relevant to younger generations of women. As the company's first female chief executive in its 119-year history, she brought with her a far different sensibility and background about women and beauty than her male predecessors—including a teenage daughter, Lauren, ...

Get THE POWER OF THE PURSE: HOW SMART BUSINESSES ARE ADAPTING TO THE WORLD'S MOST IMPORTANT CONSUMERS—WOMEN now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.