The 2022/2023 Ask Afrika Kasi Star Brands Benchmark has affirmed Avon’s commitment to democratising beauty by ensuring it is easily accessible to all.
The cosmetics, personal care, and fragrance company has been awarded Kasi Star Brands Status in numerous categories effectively asserting the townships’ affinity to the brand.
Kasi Star Brands are those that South African township consumers are most loyal to in terms of usage, irrespective of background or living standard. Ask Afrika’s Kasi Star Brands are defined by “solus usage”, which means consumers are loyal to only that specific brand within its product category.
If a brand’s township marketing strategy is working, then it should have a good Kasi score.
Avon was awarded Kasi Star Brands Status in the following categories:
• Blushers / Bronzers and highlighters
• Eye make-up
• Foundation / Concealer / Tinted Moisturizer (make-up)
• Fragrance (Perfume and Eau de Toilette)
• Lipstick & Gloss – Gloss
• Nail Polish / Nail Care
• Shaving Foam, Gel, Cream, and Sticks – Women
Mafahle Mareletse, Avon’s Managing Director in Turkey, Middle East and Africa, is humbled that the Ask Afrika Kasi Brands Status is bestowed on the brand during a month where the country is celebrating women and their contribution to society.
“For 136 years, we’ve been championing the cause of uplifting and empowering women with income-earning opportunities in the beauty industry through a business model that opens doors for them to be Beauty Entrepreneurs. The outcomes of the Ask Afrika Kasi Star Benchmark are humbling because they validate our promise to provide Beauty Entrepreneurs with quality products that not only live up to their promise but are priced competitively and are most loved by customers. This gives them the sales edge and opportunity to maximise on the economic opportunities that exist in the beauty industry. It is also an affirmation that people #ChooseAvon as their preferred make-up, fragrance and personal care brand.”
According to Mareletse, some of the factors that can be attributed to consumer confidence in Avon include its e-commerce platforms which enables beauty enthusiasts to do beauty their way anytime, anywhere. The company also continues to place emphasis on training and supporting its Representatives and Business Owners to realise their sales targets. With customers gravitating towards brands that are purpose-led, Avon’s continued brand activism in various spaces including the fight against breast cancer, standing up against gender-based violence and promoting diversity and inclusion in society have an influence on people choosing Avon.
Avon products can be accessed through Representatives and Business Owners nationwide, via the Avon website which can be accessed via www.avon.co.za. Beauty Enthusiasts can become Beauty Entrepreneurs and benefit from South Africa’s growing beauty industry by visiting the website and clicking on the “Become an Entrepreneur” tab.
