SITUATION/PROBLEM DESCRIPTION: 
Avon's basic target group are women and they are the majority of the employees hired in the company. Due to non-standard sales procedures of cosmetics, the company's products, the positive image of the brand, its familiarity among the target group and also loyalty and identification with the brand have direct impact on sales outcomes.

PROJECT DESCRIPTION/SOLUTION:
Women Entrepreneurs Competition
The competition aims at distinguishing women who succeeded in business - i.e. they run their own companies and can be an example to follow and a source of motivation for other women. As principle, the project shows women who created their companies from scratch, and not inherited them, do not have wealthy sponsors, and most frequently they are not graduates of management departments.
For the first time this edition will have a reward title for women running their own company. Under the same title Women Entrepreneurs, Avon presents and sponsors seminars and conferences which build a positive image of the entrepreneurialship among women. On the reason of the competition, Avon has daily business relationships with many women's organizations in Poland.
During 4 editions of the competition, the company promoted and supported 36 women entrepreneurs.

A Great Campaign of Life of Avon Against Breast Cancer
The aim of the Great Campaign of Life is spreading the knowledge and prevention measures on breast cancer and making women aware that an early-diagnosed disease is curable. Avon collects funds to carry out the Campaign through the sales of products with the pink ribbon such as brooches, lipsticks, bullpens and by:

• Organising charity balls and concerts;
• Preparing advertising campaigns in the press (What Eyes Cannot See), via the outdoor (It's Cool to Have Breasts. Always), and television channels (Worth Living);
• Supporting the production of the musical Romeo and Juliet in cooperation with the Theatre Studio Buffo – a part of the revenue from the box office and programs will be transferred to the Great Campaign of Life budget;

Moreover, within this campaign Avon carries out projects promoting health by:  

• Coorganising cancer prevention courses for nurses from all over Poland;
• Introducing unique insurances on very attractive conditions in the event of being diagnosed with breast cancer addressed to Avon consultants;
• Subsidising 30,000 breast USG screening in 100 chosen medical centres in Poland as part of the project My First Breast USG.

During the realisation of the project Avon cooperates with many organisations such as first and foremost Warsaw Club of Women After Mastectomy "Amazons” and Polish Committing for Fighting Cancer and also with the representatives of local authorities. Until March 2005, PLN 7 million was gathered for the prevention of breast cancer in Poland.

BENEFITS:  

• Promotion of the Avon brand and building its positive image;
• The Women Entrepreneurs Competition was included in the special program of the European Union and was assessed as one of the best campaigns in Europe promoting entrepreneurship among women. The project was awarded The European Medal given by the Business Centre Club and the Committee for European Integration in the category of products and services representing European standard of quality;
• Great increase of brand familiarity;
• Building loyalty and identification with the company;
  

• Finding suitable partners for such a big programme.
  

• To get to know local problems you need to co-operate with social partners who are experts and know exact needs of the local community.