“Ding Dong! Avon Calling!”

Abstract From the 1950s to the 1970s, Avon increased its representative force from 26,000 to more than 6 million women selling products around the world, and it became a leader in both the direct sales and cosmetics industries. Avon developed its iconic advertising campaign, “Ding Dong! Avon Calling!” which promoted both the distinctive door-to-door sales service to customers as well as a recruiting message to attract women to the business opportunity. Avon became established in new white suburban neighborhoods, then expanded into the African American market in the 1960s. In the 1960s, Avon worked to uphold affirmative action and equal opportunity laws, increasing the number of minority employees in its sales staff as well as its corporate offices and manufacturing facilities. Avon named two women to the board of directors in the 1970s, turning its attention to creating a supportive workplace for women. Public relations campaigns sought to rebrand the direct selling opportunity as a business on par with new career paths opening to women during second wave feminism.