For You and Your Home. [Cover title.]

[ Avon Products, Inc. ]

Verlag: New York: California Perfume Co., Inc., [n.d., ca. 1928-1929.]

Beschreibung

In 1886, David H. McConnell (1858 Ð 1937) founded the company that would become Avon Products Inc. when he decided to sell perfumes door-to-door rather than books. In 1892, he changed the name of the company to the California Perfume Company on the suggestion of his business partner. In 1939, the company changed its name to Avon. The company has used the Òdirect salesÓ modelÑin which customers, mostly women, purchase products to resell to other customersÑsince its inception and counted around 25,000 resellers among its ranks by the 1920s. Along with avoiding the operating costs of physical stores, AvonÕs model also allowed the brand to reach customers who couldnÕt access luxury retail establishments: about eighty percent of AvonÕs representatives lived in rural areas, more than two-thirds of them in the western United States. Brochure (3 x 8 in., folds out to 22 x 8 in.) [12] pp. Illustrated in color with over forty Avon products. Color-printed cream paper folding brochure. Illustrated front and back panels Fine. First edition in this format? Date implied by the illustration of Gertrude RecordonÕs Facial Treatment, AvonÕs first skincare collection, which was launched in 1928 and failed just a year later. OCLC records two copies of a longer booklet (32 pp.) under the title For You and Your Home: A Pictorial Selection from the Many Choice Products of the California Perfume Company, one record dated 1926 and the other 1928 (both at the Hagley Museum). OCLC also records two copies of what seems to be the present brochure, one record dated 1929 and the other 1935 (both at the Hagley). In the post-World War II economic boom, companies like Avon, Amway, and Tupperware rushed to harness the marketing potential of middle-class women who had both the disposable income to invest in home and beauty products and the social connections to market them. Those saleswomen were able to use their role to build social capital and, in some cases, make money in an era when womenÕs employment opportunities were restricted. These midcentury companies laid the groundwork for todayÕs multilevel marketing industry and codified a type of word-of-mouth marketing style that mobilizes consumers as advertisers and underlies many modern online advertising strategies. Manko, Katina. Ding Dong! Avon Calling: The Women and Men of Avon Products. Oxford, 2021. Bestandsnummer des Verkäufers 17688

Bibliografische Details

Titel: For You and Your Home. [Cover title.]

Verlag: New York: California Perfume Co., Inc., [n.d., ca. 1928-1929.]

Einband: Softcover

Auflage: 1. Auflage