Liz Earle was a stand alone brand before Avon and can be a stand alone retail brand after Avon. You cannot sat that about the rest of Avon's "brands". That is one of Avon's mistakes. Anew is not a brand. Avon is the brand. You cannot expect for example to be able to sell the Anew "brand" to anyone and it have any legs to go anywhere on its own. Avon has product lines. They call them brands ...... but really they are not.
Not a good analogy. Home Depot and Macy's are not consumer brands either. But their stores are filled with hundreds long-standing individual and historical consumer staple must have brands. And their relationship with those brands coupled with a consumer's understanding that HD or Macy's is a place to go to shop them all is what you would be buying if you bought them. That is not the case with AVON. With AVON merchandise you must catalog shop on faith unable to see the real life product until it is delivered. More like SEARS or JCPenny catalog businesses. And you see how well those are doing.
AVON is not a product brand in the sense of other cosmetic brands. Avon is the name of the "store" so to speak. If you buy Avon you are not getting a trove of household products and names with built in sales. You are getting a failing chain/channel of cheap discount merchandise and a perpetually closeout distribution model. The products are not positioned nor able to compete with "TV brands". They just are not made nor have they been positioned and advertised that way. If you buy this what you are buying is a channel and the supply chain that runs it. But the product aspect is basically worthless.
Stock is down over 20% since they hired him. It may not be fair to expect fast miracles but that is what is required and why positions like his are so greatly compensated. The BOD and CEO(s) have ruined this company.