Selling beauty products empowers working mothers
As a child in the 1990s, Marife Terrenal-Centeno witnessed how her mother sold Avon products to help raise four children.
“Growing up, I saw firsthand how Avon gave my parents the flexibility they needed to raise four children while providing for both sides of our extended family,” she says.
“They were once factory workers, [who] were able to build a successful business, purchase property and cars and most importantly, send us to school so we could pursue our own dreams,” she recounts.
Now 36 and herself a working mother, Centeno has become an Avon representative like her mother since 2016.
Being an Avon representative, Centeno says, has likewise given her more freedom to enjoy a thriving career while nurturing her growing family. She adds that the beauty company has given her “endless opportunities for financial growth.”
Strengthening customer-centric relationships through technological innovation empowered Avon to scale new heights while pitching beauty with a purpose.
Starting out as a perfumery business in 1886, Avon founder David H. McConnell set up a “radical business model” that harnesses the power of community, enabling millions of women to earn a living.
The beauty brand arrived in the country more than 40 years ago with empowerment at the heart of its business through purpose-driven entrepreneurship. By providing sustainable livelihood, it became a driving force for Filipino women to gain financial independence.
From direct to online selling
While the company grew exponentially from a business model that sold directly to its customers, Avon is now enhanced by a host of digital tools used by its representatives to better connect with their market.
Centeno, who now runs a boutique shop at her home in Tanuan, Batangas, utilizes technology to expand her customer base.
“In the morning, after preparing my eldest for school, I can reach out to my customers online and ask for their orders. I can also share the online brochure for them to browse. Once I have their orders, I forward [the orders] so they can be processed at the Avon branch for me to pick up in the afternoon,” she recounts.
At night, she starts a livestreaming session on Facebook to introduce Avon’s new products and promos to her viewers.
Vanee Gosiengfiao, general manager of Avon Philippines, says the global beauty powerhouse continues to reinvent itself while staying true to “offering aspirational beauty at irresistible value, while empowering women to earn on their own terms.”
Gosiengfiao, who is also a working mom, believes that this reinvention is the invisible hand that moves Avon forward.
“The shifts in consumer behavior and the rise of digital are not roadblocks—they’re invitations to adapt and meet customers where they are,” she says.
“We’ve embraced digitalization and an omnichannel strategy to meet customers wherever they are—through representatives, online platforms, or retail. We’ve equipped our representatives with digital brochures and social selling tools. This helps them reach more people and grow their business in exciting ways,” she further explains.
In-person interactions still meaningful
Yet Gosiengfiao is still betting big on the relevance of direct selling despite the growth of e-commerce. Creating meaningful interactions through personal attention, giving trusted advice and forming authentic connections will always hold value to effectively sell a product, she says.
The traditional way of selling also has its own particular strength. According to Centeno, Avon’s strongest suit is establishing a one-to-one relationship with its customers.
“We don’t just stop at selling products; we take the time to get to know our customers. Door-to-door selling also means faster transactions since you already have the products, so there’s no waiting for shipping and transportation,” she adds.
While innovation leads the way, the beauty brand focuses on small details that shoppers appreciate, such as personal connection and convenience.
“That’s why we continue to invest in innovation … and evolve how we show up—whether through a representative, online, or now through our growing presence in Watsons,” Gosiengfiao adds.
Independent representatives, Gosiengfiao says, remain at the core of Avon’s business. Avon International has over 2 million representatives across the globe.
To be their own boss, the brand gives them comprehensive training in selling, social media and leadership. They are also given access to digital platforms, mentorship and a supportive company, allowing them to earn and learn.
Although a big chunk of its representatives are mostly women, Avon advocates for inclusivity and is open to all, regardless of how they identify.
“We continue to welcome everyone into the business who sees value in our mission and earning potential,” she adds.
Omnichannel strategy
Moving forward, Gosiengfiao’s goal is to strengthen Avon’s reputation as the Philippines’ most inclusive and trusted beauty brand.
“Over the next decade, we plan to deepen and further evolve our omnichannel presence, enhance the digital experience for representatives and consumers, and expand our purpose-led initiatives and advocacy work, continuing to invite all to embrace their power,” she adds.
For her part, Centeno now holds the status of a diamond representative—the highest step in Avon’s success ladder. For her, Avon is more than a beauty company; it is a relationship-selling company that banks on strong interpersonal connection.
“When they feel satisfied, I feel the same sense of satisfaction and happiness. I’m happy when my customers are happy. Sometimes, the earnings are just a bonus because your customers often become your friends,” Centeno adds.
For Gosiengfiao, Avon has taught her an important life lesson: “Beauty is about impact. It’s about lifting people up, building genuine relationships and championing resilience. When purpose is matched with community, something incredible happens—we empower individuals, inspire change and uplift entire communities. That’s the kind of beauty that stays with you.”
