Yesterday it was confirmed by Avon (China) Co., Ltd. that, considering that the scale of its “UP2U You” brand does not enable Avon to achieve sustained and stable profit growth, the company has already terminated the brand business at the beginning of this year. The manager also left China a few days ago. The industry believes that the 'UP2U by you' of the full withdrawal, means that Avon is shrinking retail resources, focusing on superior resources to create direct marketing.

It is reported that "UP2U by You" is Avon's makeup brand for testing new retail routes for young women under the strict control of the direct selling industry in Mainland China. The brand is mainly aimed at the mainland China market and has no sales in other regions.

According to industry sources, "Maybelline," which is most similar to UP2U in the domestic market, has a market share of 20% in the make-up market. Undoubtedly, the former has been far away from the former. The withdrawal of UP2U reflects the failure of Avon as a veteran direct selling company to explore the retail route, but it is also a signal that Avon has already obtained the first direct selling license to reorganize its resources and concentrate its strengths to do direct sales.