In 1886, from a small NYC office, David H. McConnell founded Avon, creating a single fragrance (Rose Extract) and recruiting a team of women to be sales representatives. His aim was to give these individuals economic freedom through a move that many looked at as a radical business model at the time,  which still stands strong 138 years later. Having remained stable as a business through significant events in history, from WW1 to the more recent COVID-19 pandemic, the brand has encouraged female entrepreneurs to earn an independent income through its door-to-door (D2D) selling program for a commendable stretch of time.However, as to be expected in the modern world, consumer preferences and shopping habits are constantly evolving, and for Avon, this means shoppers have begun to seek out the brand beyond its once popular D2D model. Over the past few years, in a passionate effort to remain a competitive player in the industry, the brand has made changes from its traditional business model, moving towards online sales, franchise stores, and partnerships with retailers across Europe.The commitment to change began in 2020 after being acquired by Natura &Co. in a $2B deal. During this year, Avon took on design agency Free The Birds to work on its digital stance, brand identity, and packaging aesthetics to keep up with the modern consumer. Shortly following, in 2021 Avon ditched the once famous “ding dong, Avon” catchphrase, introducing a digital selling model with the launch of the Avon On app.