The Avon lady is getting a digital makeover in a belated campaign by the beauty company to drag its direct sales business into the 21st century. Up to a million members of Avon Products' global army of doorstep sellers are to receive training by the end of the year in how to exploit social networks to promote cosmetics. Having separated its North America business in 2016, Avon's largest markets include Brazil, the UK and SA. It is targeting expansion in other countries, including India and China. The push into tech-driven "social selling" is part of what Avon executives are calling a revolution at the company, founded in 1886 by a door-to-door bookseller. Yet the initiative is likely to encounter scepticism, given Avon's long struggle to adapt to the age of e-commerce. "Over the last number of years we lost our way," said Jan Zijderveld, who was installed as CEO in February. "But the beauty market is growing, the direct-selling market is growing - the core and essence of what Avon h...

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