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Andrea Jung, CEO of Avon
How I changed our marketing to reflect the times

We've seen research that says only 13% of people who are trading down will go back to their old spending patterns. For us, it's a great opportunity to make explicit what has always been implicit: that Avon is a smart value.

In our catalogue we're using language like, "Look beautiful for less," "Beauty on a budget," or "Shop smart: Shop Avon."

NEXT: Erik Fyrwald, CEO of Nalco
Last updated August 13 2009: 9:17 AM ET
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