EMIE AGUILAR-NIERVES General Manager AVON PHILIPPINES

to its consumers’ doors, but it also created jobs and earning opportunities for Avon ladies.

Being the sales manager of the country’s largest direct selling company has prepared Emie for the job as general manager.

Emie’s appointment in January this year as Avon Philippines top boss comes at a time when the Asia Pacific region of Avon was just emerging from a slump experienced in 2013. Last year was a turnaround year for Avon Asia Pacific after encountering some changes in its sales strategies that did not fly.

This financial turnaround was confirmed at the recent Avon conference in New Jersey that the Asia Pacific region has reestablished its position as some issues had been fixed already.

Locally, Emie says that 2014 was a good year for Avon. The local unit managed to grow a modest 3 percent in 2014 from a negative growth in 2013. The Philippines is the 6th largest market for Avon worldwide. Mindanao and Northern Luzon areas are normally focusing on bulk sales but Manila and Cebu are mostly driven by retail sales.

“Since we are in a turnaround mode we are projecting a modest growth this year,” says Emie hinting the growth forecast should duplicate last year’s growth. What is more important though is to have a sustainable growth over a long period of time.

“We are on track with our growth forecast,” says Emie.

With its sales strategies back in position, Emie says they now focus all efforts on their representatives and the brand.

To support its representatives, Avon provides credit line for start-ups and training. They also hold regular meetings and support recruitment activities.

They have recognition awards for top performers.

“We are prioritizing our representatives as we further rebuild the brand,” says Emie stressing these two factors drive sales.

They have tapped actor Richard Yap as its new male fragrance endorser and young actress Kathryn Bernardo to capture the imagination of the youth. Avon has also maintained Angel Locsin as its brand ambassador.

Although Avon has a total of 10 categories, it has four core brands: Fragrance, color, intimate apparel and personal care. Avon is number one in all of these brands locally.

On fragrance, its best selling brand is the “Sweet Honesty,” which is also one of the long-staying brands of the company. The fragrance division accounts for 20 percent of its total business.

Emie noted that even if they experienced some difficulties in 2013, they still remain the country’s number one direct selling company.

In fact, Avon dictates the growth of the direct selling firms. There are some challenges though in the local market. For one, there are 100 brands under the Direct Selling Association of the Philippines (DSAP), but there are also lots of others that are not registered with DSAP.

With lots of direct selling firms entering the market, Emie says market competition has become very tough.

“Competition now is tougher, unlike before when there were only a handful of direct selling firms,” says Emie, a business management graduate from St. Scholastica’s College Manila.

“So what really matters now among us direct selling firms is the quality of your products,” says Emie.

While Avon has been aggressive and never been complacent despite its number one position, Emie says they will always find balance in the opening of new branches. They have been strengthening existing branches and supporting the hiring of new representatives in their areas.

Their products are a combination of locally-produced items and imported products. Avon Products Manufacturing Inc., which is located in Calamba, Laguna, produces some of its cosmetics, make-up, personal care and fragrances products.

“Our plant in Laguna was built to support both local and the regional markets,” says Emie noting that some of its products are exported to Europe and Latin American countries. Avon products are produced in countries where it is more efficient to manufacture them.

Emie started her direct selling career in the company when she joined Avon as sales training assistant. Regarded as one of Avon’s high performing Associates because of her exceptional skills and deep understanding of the business, she moved up the corporate ladder quickly. She is always open to assignments that come her way and even looks forward to challenging field assignments. Emie is a field veteran.

In September 2014, Emie was named acting general manager. Emie is responsible for institutionalizing a well-structured framework and earning scheme currently enjoyed by thousands of independent Avon Representatives in the country. And through her leadership, Avon Philippines is known as a center of sales excellence in Asia Pacific and the Avon world.

“I recognize every one within my team no matter how small or big their contributions area,” says Emie, who now oversees around 500 all direct employees of the company. This excludes the manufacturing and representatives of Avon.

Emie, does a lot of coaching, too, but she never failed to kick when needed.

“I make them realize the need to see where we failed and need to be corrected on because I care. The moment I stopped doing that, that means I’ve given up already,” says Emie.

With the help of her executive team, Emie is confident of leading the company to greater heights.

“I trust and empower them so they will be able to step up our brand vision. And it worked, they really shine,” says Emie, who served as acting manager of Avon Philippines in September 2014 before becoming a full-fledged country manager early this year.

To some extent, Emie is a hands on manager but she also gives space for his people to execute the plans they agreed on.

Always prim and proper, Emie says she always tries to remain cool even if she was already fuming mad inside stressing that in order to deliver a message “you have to respect them and show that you still believe in them.”

As a beauty company, Avon employees are expected to be the first to wear their products, especially for those in the field.

For a developing economy like the Philippines, Emie says they have to consider that their products are not really basic necessities in life.

“But we are growing economy and women no matter what still want to look good and smell good,” says Emie, a mother of two, a 24-year-old Paolo and 17-year-old Bianca.

As more Filipinas are exposed to the foreign markets and their ways of life because of the OFW phenomenon, Filipinas have become more aware on their appearance.

But Avon is not all about woman glamor, it is very much involved in supporting women issues.

Avon is committed to women of all cultures and age groups – not only as consumers and representatives: As people. The company believes in giving back to women and the communities where they live and work, from their economic well-being to their health and safety.

The Avon Hello Tomorrow Fund supports individuals and organizations that advance women’s causes and ultimately improve society in three vital areas: Business development, community service and awareness/ outreach.

Avon is in the forefront of corporate social responsibility programs.

“CSR is ingrained in Avon’s DNA,” says Emie. Globally, the Avon Foundation has created an $800million fund for global awareness on breast cancer making it the largest single corporate supporter in breast cancer awareness and research since 1995.

It is also supporting advocacies against domestic violence because in some countries “some still think that being beaten by a husband is normal,” says Emie.

Avon is supporting 4 NGO partners in the Philippines and even provides funding for a hotline where women can call for help.

During the Typhoon Yolanda crisis, Avon’s branch office in Tacloban served as a refuge to some of their employees and others. Their warehouse was never looted because the evacuees were guarding the premises.

Avon has participated to ease the pain of some traumatized women in the way they know best. They provide make up kits to lift their spirits a bit.

“We end up giving lipstick, imagine what a difference a tube of lipstick can make in the life of women,” says Emie. Avon became part of the healing process to some of the Tacloban women.

They were one of the first companies to go to Tacloban after the typhoon.

“We’re the first to reopen our business,” says Emie, who directed to relax their sales policies. They have extended credit lines to help their representatives rebuild their lives.

This kind of relationship has paid off because sales in Tacloban, Leyte and Samar have never been this strong.

Emie, who was only appointed country manager of Avon in January this year, does not have much adjustments to make because for the longest time she has been running the company’s sales where 70 percent of its associates are.

“The only major change is I need now to sign everything,” says Emie.

Over the years, Emie has always been guided by Avon’s BIRTH values. BIRTH stands for Belief, Integrity, Respect, Trust, Humility.

“As head of sales for 27 years I am the direct link of the associates and the representatives so I can see my role in terms of my impact to representatives. It’s heartwarming to see them succeed and change their lifestyle,” says Emie.

“Avon has been good to me as well and the culture and relationship have always been friendly,” says Emie.

“From Day 1 to 27 years, the value of Avon has always been solid. Avon is worth fighting for,” says the softspoken Avon Lady.