Laurie Ann Goldman in as CEO at New Avon LLC

By Deanna Utroske

- Last updated on GMT

photo courtesy of New Avon LLC
photo courtesy of New Avon LLC
Goldman began her work as the CEO of the US-based, stand-alone division of the social selling beauty company Tuesday and is already talking about invigorating the business, driving sales, and encouraging progress for women.

Laurie Ann Goldman joined the New Avon board of managers last August, sharing her view of the company with the press at that time, saying “In a shopping world offering the magic of artificial intelligence and algorithm marketing, we also long for personalized experiences that only happen human-to-human. The beauty of the Avon nation...the soul of Avon... is delivering both. Hundreds of thousands of Avon insiders - from ‘hipster heaven’ Brooklyn to small towns coast to coast - are making that happen.”

Now, Goldman is leading that team of insiders. And her new colleagues are looking at her success elevating the Spanx women’s apparel brand from a startup business to a million dollar company as a indication of things to come for New Avon.  

Read more about New Avon’s split from Avon proper here​ and here​ on Cosmetics Design.

The leadership transition

Scott White has been serving as CEO of New Avon LLC since mid-2016, as Cosmetics Design reported​. And he’s not leaving the company entirely now. White will be, going forward, a strategic advisor with Cerberus Capital Management (the equity firm with a majority stake in New Avon), where he will advise on Avon and other operating investments.

“Scott drove key initiatives to fully digitize the business, establish strategic partnerships for manufacturing and R&D, and enhance our Representative experience,”​ Chan Galbato, chief executive officer of Cerberus Operations and Advisory Company and a member of the Avon board, tells the press; adding that, “We are excited for Laurie Ann to now take the Company forward and drive deeper customer engagement and sustained growth.”

“I thank Scott for his many contributions,”​ says Goldman in a media release announcing her appointment at CEO. “And,”​ she says, “[I] look forward to delivering sustained growth through strategic innovation that will invigorate the business and ultimately help women face their futures with confidence.”

The company’s future

“I'm thrilled to join Avon, the company that invented social selling, and lead the team and community of beauty advisors in driving product sales and progress for women,”​ says Goldman in the media release.

Goldman believes that “the right product has the power to change a woman's life, and each woman has the power to change the world;” ​a sentiment that will surely inform her leadership.

Lori Bush, chair of the Avon board of managers, is optimistic about the future of the company under Goldman: “Laurie Ann is an experienced and inspirational leader in women's lifestyle and consumer products, and we are thrilled to welcome her as our new CEO,” ​she tells the press.

“We believe Laurie Ann's proven brand and business building capabilities, along with her passion for empowering women, make her the ideal CEO to further promote the success of our Representatives and ensure outstanding experiences for their enhanced satisfaction for our customers,” ​says Bush.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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