David H. McConnell: Founder of Avon and Pioneer of Saleswomen

I wrote this paper for my Sales and Negotiating class, it had to be about a famous salesperson. My immediate thought was Avon. The more research I did, the more I found McConnell compelling.

David H. McConnell was a twenty-eight year old book salesman in New York. He would gift perfume with the books to encourage purchasing. When he realized that the perfume was becoming the product people (women) really wanted, he began the California Perfume Company in 1886. The perfume was rose scented.

McConnell was a pioneer during his time, he was an entrepreneur. He was an innovative person and understood the importance of expanding business beyond a male market. He was smart and captured opportunity, well beyond his years. He saw great potential in women for the business world.

McConnell’s rise to fame began when he discovered that women were more interested in the perfume than the books. He also realized that women did not leave the house much, (1 in 6 at the time) but they had the potential to make money, mainly by relating to other women. This would later result in major sales for him. But also creating a whole industry of female entrepreneurs. He was able to accept his failure as a books salesman and move onto new ventures.

McConnell realized the audience he sells his product to would also make the best saleswomen. At this point (1886, only 20% of women were working outside the home, many being housewives). He utilized the relatability between women as a way to connect to consumers. His first Avon Lady was Mrs. P.F.E. Albee, who sold the perfume door to door, recruiting clients and more saleswomen. He offered her earnings, and an incredibly supportive work environment for her to grow. This grew to what is now known as “direct marketing.” McConnell named his newsletter the “Family Album” adding an extra touch of family/friendly feel to his business, making him more supportive, trusting, and overall a genuine business to be part of.

“All success lies in one’s self and not in external conditions. … Misfortunes are only a discipline, and there are possibilities which often are awakened by them which suggest to us the power and strength we possess, that perhaps otherwise would never have been recognized” David H. McConnell

His main tactics are as follows:

• Providing an earnings opportunity so individuals can achieve financial independence and enjoy all that comes with such an accomplishment.

• Recognizing everyone’s unique contributions.

• Giving back to the communities Avon serves.

• Offering the highest-quality products with a guarantee of satisfaction.

• Maintaining and cherishing the “friendly spirit of Avon.”

Overall, McConnell believed very strongly in the power and potential of women. He also used catalog displays to make Avon stand out, in 1896, and with no illustrations, was still a success! The first coloured catalog was in 1905. David McConnell offered women the opportunity to become beauty entrepreneurs. His main tactic was about relatability and social skills among women.

These tactics overall impacted McConnell’s success because it solidified his position as a feminist leader! He made sure representatives were happy, motivated and productive, which were guiding principles that remain true for any successful venture. Here are some stats:

- 131 years before the Women’s March on Washington, and widespread demonstrations surrounding women’s rights.

- 93 years before Margaret Thatcher became the first female British Prime Minister.

- 77 years before Valentina Tereshkova became the first woman to travel into space.

- 62 years before the UN Declaration of Human Rights asserted the equal rights of men and women.

- 46 years before Amelia Earhart flew solo across the Atlantic.

- 32 years before the first women in the U.K. had the right to vote.

- 17 years before Marie Curie became the first woman to win the Nobel Prize.

For decades, Avon relied solely on catalog sales through their network of representatives. The first TV commercial for Avon appeared in 1954 with the famous "Ding Dong! Avon calling!" tagline. In the 1990s, Avon launched a campaign to raise awareness for breast cancer by selling "pink ribbon" items.

Avon recorded its first $500 sales day in December 1897. The company sold $1 million worth of products in 1920. In 1972, sales reached a staggering $1 billion. In 1989, Avon announced it would end animal testing on all its products. It was the first major cosmetics company to do so.

I have been familiar with Avon for a while and have used Avon products before! My mother had friends in our hometown that were Avon Ladies and would do showings/home stores. I used to go with my mom and pretend I knew what make up was, eventually I used their lipsticks and lip glosses in high school. I knew Avon was all about giving women the opportunity to make their own income, but I was unaware of the rich history.

Sources:

Do You Know Avon's History and Founder David H. McConnell's Story? (2018, October 23). Retrieved from https://avonladynj.com/2018/10/24/do-you-know-avons-history-and-founder-david-h-mcconnells-story/

History. (n.d.). Retrieved from https://about.avon.com/us-about/company/history

Hudson, A. (2019, March 14). List of Makeup Companies. Retrieved from https://www.leaf.tv/articles/list-of-makeup-companies/

Our Story: Avon. (n.d.). Retrieved from https://www.avonworldwide.com/about-us/our-story

Timeline- Key dates in Avon's history. (2012, March 16). Retrieved from https://www.reuters.com/article/avon-idUSL2E8E5CGB20120316