Aviance to act as sales HQ for Unilever cosmetics

The move is in line with the Anglo-Dutch company’s fast-paced expansion of the Aviance direct-sales business all over the world, including all of Asean in five years and Asia in 10 years.

Unilever is a leader in fast-moving consumer goods.

After its launch about 11 years ago in Thailand and India, Aviance is now in Thailand, India, Cambodia and Malaysia with nearly a million members.

The Aviance business has been developed independently in Thailand and India, but the direct sales business in India will be fully integrated into Aviance International’s system in a couple of years.

On Sunday, Aviance Malaysia had its grand opening with Paul Polman, chief executive officer of Unilever, presiding over the ceremony. With the new branch, Aviance is ready to roll out its direct sales expansion throughout Asia. 

Rouwers said Aviance Thailand had about 450,000 members, of whom half are privileged members and half business associates. Aviance is now a top-10 player in the Bt60-billion direct sales market.

“We have picked Malaysia for our Aviance business expansion as the country shows high potential with US$1.1 billion [Bt33 billion] in direct sales. The country has a diversity of cultures and races including Malay, Chinese and Indian. Malaysians speak at least two or three languages such as English, Chinese and [Malay], which is considered one of the country’s main advantages,” he said.

Suchada Theeravachirakul, president of Aviance International for Unilever Thai Trading, said the major task for the business in Malaysia was to develop brand awareness.

“We need to establish brand recognition in Malaysia through attractive marketing campaign and promotions to reach potential groups as well as to expand distribution channels for product testing and trials.

“An important factor for our business is people. We need to conduct the best development and training programmes for them,” she said.

Since the soft opening of Unilever Aviance Malaysia, the company has seen various growth opportunities, including online shopping, as Internet access is increasing both from consumer demand and government initiatives.

According to a MasterCard survey in 2010, half of Malaysians make their purchases online. Aviance has introduced a cyber-store to serve online shoppers.

The sales team has been equipped with a software program to provide better service, check points and analyse sales strategy by seeing the movement of downline members.

In the near future, iPad applications will be available via the App Store for skin analysis, Q&A on skincare and body-shape analysis.

Worawit Sornchai, manager of Unilever Aviance Malaysia, said the company has signed up 10,000 members in the six months since its soft launch. It targets 20,000 members in the first year of operation. 

“We would like to make Aviance a top-10 player in direct sales in Malaysia in three years when we can recruit more than 50,000 members,” he said.

Malaysians are interested in becoming a business owner with lower investment. They would like to create a better future and better look. The best-sellers in Malaysia are sun protection and anti-ageing products, he said.

The company’s first flagship store has opened in the Petaling Jaya business district with 1,000 square metres of space to support business associates and consumers.