Avon, the beauty giant, is facing backlash for its continued presence in Russia despite the ongoing war in Ukraine. The company has been recruiting new sales agents and operating a large production plant in the Moscow region. While Avon claims to provide support to women whose livelihoods rely on their business, critics argue that the company should sever ties with Russia due to its support of the war. The controversy raises questions about Avon’s ethics and its commitment to social responsibility.
Avon, known for its door-to-door sales representatives, has shifted its focus in recent years to include physical stores and social media sales. At the onset of the conflict in Ukraine, Avon announced a halt in investments and suspended the export of beauty items from Russia to other markets. However, the BBC investigation reveals that individuals can still register as new sales agents in Russia, with incentives such as prizes, cash bonuses, and vacations for meeting targets.
The company’s website convinces Russian citizens over the age of 18 to join as sales agents, highlighting access to iconic, high-quality products and the potential for additional income. Avon emphasizes its support for women in Russia, claiming that restricting their access to products would disproportionately affect them and their children. Senior managers describe various incentives and rewards for top sellers in a YouTube video celebrating Avon’s 30-year anniversary in Russia.
Critics argue that Avon’s continued operations in Russia contradict its parent company’s expressions of concern for the aggression in Ukraine. Natura & Co, the Brazilian firm that owns Avon, has been accused of moral-washing for maintaining operations in Russia while claiming to care about those impacted by the conflict. Calls have been made for Ukraine to ban Avon from operating within its borders and for consumers and Avon representatives to take a stand against the company’s association with Putin’s invasion of Ukraine.
Avon’s success in Russia is undeniable, with it being the top perfume brand in the country, and its Naro-Fominsk plant producing over 220 cosmetics and perfumes. While Avon previously indicated a potential relocation of production for Eastern European markets to Poland, recent evidence suggests that the company has fulfilled this pledge. Orders placed in both Russia and Ukraine reveal that products once attributed to the Naro-Fominsk factory are now labeled as being made in Poland.
Amidst the controversy, Natura & Co has reported a decline in Avon International’s sales, citing the war in Ukraine and a decrease in the number of sales representatives as reasons. Avon, which relocated its headquarters to the UK in 2016, is preparing to open physical stores in Britain for the first time. The company, founded in the US in 1886, was acquired by Natura & Co in 2020, creating one of the world’s largest groups of cosmetics companies.
The criticism faced by Avon highlights the ethical considerations of doing business in regions associated with geopolitical conflicts. The company must navigate its commitment to supporting sales agents’ livelihoods while addressing concerns over its association with a country engaged in a war that has generated international condemnation. Avon is likely to face increased scrutiny and pressure from stakeholders and consumers regarding its operations in Russia
