ABSTRACT
Avon has positioned itself carefully as a foreign brand, but one that is price sensitive. Thus packaging is in English and mannequins are Western, but Avon’s average item costs only $3. Prices are lower than for imported cosmetics but higher than for other domestically produced goods. Prior experience else where in Asia was important in identifying trends. Asian customers generally buy relatively more skin care products than makeup compared to Western customers. There have been some surprises. The early best-seller was a skin whitener that cost about one month’s salary.
